By Barry Janoff
May 23, 2018: In the midst of naming future Super Bowl and NFL Draft sites, while revamping rules for both in-game and sideline National Anthem procedures, the NFL also found time to sign a deal that will impact its jersey, apparel and gear categories for at least the next decade.
The NFL and on-field apparel partner Nike have unveiled a ten-year deal granting Fanatics exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products that would be sold through retail .
That includes NFLShop.com, NFL clubs and brick & mortar stores.
The new deal begins with the 2020 season. Financial terms were not released.
Items include replica jerseys, warm-ups, championship T-shirts, sideline apparel and other fan gear, which will have a Nike logo, but will be made and distributed by Fanatics.
Nike will continue to provide all products covered in their NFL alliance through the 2019 season.
People can also continue to purchase officially licensed NFL product from Nike.com and Nike retail outlets.
Once the Fanatics deal kicks in, Nike will also remain the exclusive on-field supplier for NFL uniforms, base layer and sideline apparel for all 32 NFL teams, with the exception of headwear.
Nike took over from adidas division Reebok as the NFL’s official on-field uniform and apparel provider in 2012, a five-year deal valued at $1.1 billion by industry analysts, which was extended for three years in 2015 (through 2020) and then again this past March for another eight years (through 2028)
Nike began an eight-year deal with the NBA this past season, valued at $1 billion, as well as with the WNBA and the NBA’s G (Gatorade) League.
In 2016, Fanatics signed a pact to become the official supplier of MLB fan gear, with Under Armour becoming the official on-field supplier, beginning in 2020, with the companies taking over from Majestic and Nike.
Fanatics acquired Majestic in 2017,. Majestic has been making MLB apparel dating back to 1982.
"We're excited to bring together Nike and Fanatics, two partners at the top of their respective fields, to usher in an exciting new model for licensed merchandise." Michelle Micone, svp-consumer products for the NFL, said in a statement.
"By emphasizing the strengths of both Nike and Fanatics, we have a model that gives us the ability to offer superior on-field products to the teams and the nimbleness to serve the increasingly real-time expectations of today's fans who have more control over their choices.”
Nike and the NFL said they would leverage Fanatics' made-to-order capabilities to” create the largest and most responsive assortment that can instantly react to storylines throughout the NFL season, and also help to grow direct-to-consumer and wholesale efforts across retail channels.”
According to Gary Gertzog, president, business affairs for Fanatics, “With technology, mobile and social media all contributing to a surge in real-time expectations, it's exciting to team up with like-minded partners in the NFL and Nike who are equally enthusiastic in rolling out a new model for this industry that best serves the fans, retailers, players and the league.
”Our vertical structure will allow us to reach more fans and retailers with a wider assortment of merchandise which is consistently stocked and replenished."
Back to Home Page