Champion inks new licensing deal with the NFL
The agreement marks a major milestone for the brand, adding football to its growing roster of league partnerships, which already includes the NHL, MiLB and PLL.
Backed by Authentic Brands Group and Ames Watson, the brand is leveraging a strategic partnership that blends global brand-building capabilities with deep retail expertise to unlock new growth in the sportswear category.
'Champion's enduring legacy in sports has always been rooted in the pursuit of excellence,' said Jarrod Weber, president, sports and lifestyle at Authentic.
'Our partnership with Ames Watson allows us to bring this legacy to life in new and exciting ways, seamlessly blending our craftsmanship with the rich traditions of the NFL and NHL. We are excited to offer fans premium apparel that speaks to their passion for the game while staying true to Champion's timeless heritage.'
The partnership will debut at Fanatics Fest NYC 2025 this month, where Champion will unveil exclusive, limited-edition NFL and NHL styles. Notably, Champion's festival activation will showcase exclusive, co-branded fan gear.
Each league's product assortment will combine Champion's craftsmanship with team colors, logos, and archival influences. Products will become available nationwide in major retailers, both in stores and online later this year, with specific distribution varying by league.
'Champion has been synonymous with sports for over a century, and this partnership is a natural evolution of the brand's commitment to athletes and fans alike,' added Lawrence Berger, cofounder of Ames Watson, the brand's collegiate and sport partner.
'We're thrilled to collaborate with these powerhouse leagues to deliver premium apparel that fuses performance, heritage, and style."
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