Morning Buzz

NHL lands licensing deal with Mitchell & Ness

By Alex Silverman

The NHL reached a licensing agreement with Mitchell & Ness that will see the Fanatics-owned sports lifestyle brand produce apparel, headwear and accessories for the league and its 32 teams. The deal marks the first major licensing agreement for Mitchell & Ness since Fanatics and a group of celebrity investors purchased the brand in February at a reported value of $250M. Mitchell & Ness has previously worked with individual NHL teams but has not had a league-level deal with the NHL. The league negotiated the deal directly with Fanatics and Mitchell & Ness. The NHL’s agreement with Mitchell & Ness is coterminous with the long-term e-commerce and licensing partnership the league signed with Fanatics in '16. Terms of that deal, including the specific end date, were not disclosed.

Separately, Mitchell & Ness reached licensing agreements with the NHLPA and NHL Alumni Association that will allow the brand to produce merchandise featuring the names and likenesses of both current and former players. As a result of the agreements, a new collection featuring fan jerseys, outerwear, fleece, headwear, tops and bottoms will launch in November. Products will be available via the NHL’s Fanatics-operated online shop, on Mitchell & Ness’s website, in select arenas, at the NHL Shop NYC store and from other national and local brick-and-mortar retailers.

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