SBD/February 3, 2014/Marketing and Sponsorship

Sources: Adidas Asks NHL For Permission To Replace Reebok As Uniform Supplier

Reebok’s exclusive contract with the NHL expires after the '16-17 season
adidas is "weighing a move to lower the team-sports profile of its Reebok unit," according to sources cited by Kosman & Brooks of the N.Y. POST. Sources said that the move may "first be seen in the NHL where Adidas has recently asked the NHL for permission to replace Reebok as its official uniform supplier with its brand." During last week's NHL Coors Light Stadium Series games at Yankee Stadium, the "cold-weather gear handed out to players for the Rangers, Islanders and Devils was Adidas brand -- not Reebok." However, sources said that the NHL "told players to cover up the Adidas logo ... when the media is in their locker rooms, because the NHL has not approved a supplier change." Reebok’s exclusive contract with the NHL expires after the '16-17 season, but a source said that a "change could occur sooner." The CBC in January reported that adidas was "considering asking the NHL if it could make the switch." A source said that a move by adidas "to take over the NHL deal could come with a request to extend the deals for as many as 10 years." The source said that if that is the case, "look for upstart Under Armour and others to compete for the deal" (N.Y. POST, 2/1).
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