The NHL and NHLPA have “kick started negotiations with at least four apparel companies who are interested in becoming the jersey suppliers for next year’s World Cup of Hockey,” according to Rick Westhead of TSN.ca. While the NHL “has a deal in place with Reebok, that contract does not cover an independent tournament such as the World Cup.” A source said that Reebok, Nike, Bauer and Under Armour are “all interested in securing the contract for the 17-day tournament, which should fetch the league and union” more than $6M. The source added that UA, “considered a relative newcomer to the hockey business, is especially interested in making a mark in the soft goods hockey market.” Westhead noted UA has already signed Wild LW Zach Parise, Rangers LW Rick Nash, Canadiens G Carey Price and Flames C Sam Benett to endorsement contracts “to help build the company’s profile.” Several NHL sponsors in January said that they “expect the league to use the World Cup of Hockey to trial on-uniform advertising.” The NHL has “informed sponsors that it will feature about eight categories of sponsorships for the World Cup, selling each” for about $1.5M. Sources said that to “have a corporate logo featured on a team jersey would probably cost” about $2M per team (TSN.ca, 4/21).
