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Hockey Canada and Fanatics come together
Agreement focuses on next-gen fan gear and retail partnership
December 19, 2018

CALGARY & SILICON VALLEY – Hockey Canada and Fanatics, the global leader for licensed sports merchandise, today announced a long-term, multichannel agreement which aims to bring fans throughout Canada and beyond a significantly expanded retail experience. The wide-sweeping deal will grant Fanatics exclusive rights across Hockey Canada ecommerce and on-site retail channels and will also allow the company to produce Hockey Canada fan apparel across all retail and wholesale channels.

Fanatics’ innovative vertical manufacturing model, which combines extensive licensing rights with on-demand manufacturing and an agile supply chain, will design and distribute high-quality Hockey Canada fan apparel across all categories, while Nike remains the official performance apparel of Team Canada (on- and off-ice) including the national team jersey, as well as creating a key line of ‘Authentics’ fan gear. Under the new agreement, Fanatics and Hockey Canada will also work collaboratively to identify and secure additional best-in-class companies to grow the overall assortment of timely, on-trend products available to fans worldwide.

"Fanatics and Hockey Canada share similar values in delivering exceptional experiences and premium products to fans of our great game," said Mike Ross, chief business development officer with Hockey Canada. "Whether it’s cheering Team Canada or playing hockey, ShopHockeyCanada.ca gives our millions of fans across the country access to Hockey Canada-branded apparel and merchandise for all occasions.” 

Through the partnership, Fanatics will power a new e-commerce platform, shop.hockeycanada.ca, creating the largest assortment of team and player merchandise ever assembled across online and mobile devices. Coupled with exclusive on-site retail operations of all Hockey Canada events, Fanatics will utilize its Canadian-based manufacturing and fulfillment system to put gear in fans’ hands faster than ever before regardless of shopping online, on their phone or at one of many Hockey Canada events, including the IIHF World Junior Championship. The popular annual tournament runs from Dec. 26, 2018 to Jan. 5, 2019 and will see Fanatics operate on-site retail across venues in both Vancouver and Victoria. 

“We are thrilled to partner with Hockey Canada, one of the preeminent sports organizations across the country, and provide a significantly expanded assortment of products all made available through a more seamless overall shopping experience,” said Jeff Budway, general manager of Fanatics Canada. “This new strategic arrangement will benefit both fans and retailers and is part of our overall goal of growing the licensed sports business throughout Canada’s sports-crazed regions.”

Fanatics has been significantly growing its capabilities throughout the country over the past few years, with the ability to now provide league, team and retail partners with a comprehensive end-to-end retail solution. The new Hockey Canada online store will be customized with several currency payment options, local language specifications and faster, more affordable delivery options.

For more information:

Esther Madziya
Coordinator, Media Relations
Hockey Canada
em[email protected]


Spencer Sharkey
Coordinator, Communications
Hockey Canada
Office: 403-777-4567
Mobile: 905-906-5327
[email protected]


Katie Macleod
Coordinator, Media Relations
Hockey Canada
Office: 403-284-6427
Mobile: 403-612-2893
[email protected]


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