The NHL has secured a deal with Mitchell & Ness that will see the two entities collaborate on licensed apparel and accessories.
NHL CBO and Senior Executive VP Brian Jennings said, “Mitchell and Ness is at the cross-section of fashion, streetwear, culture, and authenticity, which is a sweet spot for hockey fans.”
Investors in the acquisition included entrepreneur Maverick Carter, rappers Jay-Z, Meek Mill, and Lil Baby, and the TikTok-famous D’Amelio family. The consortium of investors owns 25 percent of Mitchell and Ness, while the remaining stake is held by Fanatics — which is valued at $27 billion.
NHL commissioner Gary Bettman claims the league is set to generate a record $5.2 billion in revenue for the 2021-22 season, which concluded last week when the Colorado Avalanche defeated Tampa Bay Lightning in the Stanley Cup Final.
As a result, the league has raised its salary cap for the 2022-23 season to $82.5 million, marking the first increase in three years.