In a powerful move that further solidifies its place in the world of licensed sports apparel, Champion has announced a new partnership with the National Football League (NFL). This adds to its existing collaborations with the NHL, MiLB (Minor League Baseball), and the Premier Lacrosse League (PLL) — positioning Champion as a major player in cross-league merchandising.
A Grand Kick-Off at Fanatics Fest NYC
The debut NFL x Champion collection will launch at Fanatics Fest NYC (June 20–22, Jacob K. Javits Convention Center). The launch will include limited-edition T-shirts, sweatshirts, and hoodies for both NFL and NHL teams — including the New York Giants, New York Jets, Dallas Cowboys, Philadelphia Eagles, Washington Commanders, New York Rangers, and New Jersey Devils.
Following the launch, merchandise will be distributed both in-store and online, with a location-based product strategy customized for each market.
A Fusion of Heritage and Performance
Each piece in the collection draws inspiration from team-specific colors, archival elements, and iconic logos, marrying classic sports design with modern lifestyle aesthetics.
“Champion has been synonymous with sports for over a century… this partnership is a natural evolution,”
— Lawrence Berger, Co-Founder, Ames Watson
Champion’s renewed vigor in the sportswear arena follows its $1.2 billion acquisition by Authentic Brands Group (ABG) in April, a deal aimed at expanding the brand’s global footprint and relevance among younger, digitally native fans.
“We are excited to offer fans premium apparel that speaks to their passion for the game while staying true to Champion’s timeless heritage.”
— Jarrod Weber, President of Sports & Lifestyle, ABG
Consultancy Insights: Why This Matters
For sports properties and brands alike, Champion’s deal with the NFL is more than a licensing play — it’s a masterclass in audience alignment, IP utilization, and omni-channel activation.
Fan Experience Innovation – Leveraging high-footfall events like Fanatics Fest adds exclusivity and community engagement to the drop model.
IP Monetization Strategy – Champion and ABG are tapping into nostalgia and authenticity to revitalize merchandise categories across major leagues.
Localized Merchandising – Geo-targeted drops allow for deeper local market penetration, especially valuable in the NFL and NHL’s multi-regional fan bases.
Whether you’re a league, club, or brand aiming to expand merchandise revenue, we specialize in:
- Strategic licensing partnerships
- Fan-centric retail planning
- IP-driven product development
- Market-specific launch strategies
