Champion Expands Sports Legacy with New Licensing Deal
Champion is strengthening its connection to the game having secured rights to produce officially licensed apparel for the NFL, adding to its existing portfolio of league partnerships which include the NHL, MiLB and PLL.
Champion will debut a drop of exclusive, limited styles for the NFL and NHL at Fanatics Fest NYC 2025 this June. Fanatics Fest is the world’s largest arena for sports and collectibles that brings together fans and collectors of all ages, renowned athletes, and incredible leagues, teams and brands for an unparalleled celebration of all things sports, collectibles, and pop culture. Champion’s festival activation will showcase exclusive, co-branded fan gear that combines Champion’s iconic heritage with the authentic spirit of each league. 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,” said 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.”
Each league’s product assortment will reflect its unique culture, combining Champion’s renowned craftsmanship with team colors, logos, and archival influences. This expansion further solidifies Champion’s position at the intersection of sport and lifestyle, catering to both die-hard supporters and trend-conscious consumers.
This brand milestone comes to life through the recently announced partnership between Authentic Brands Group (Authentic) and Ames Watson, a testament to the strength of their alliance. By leveraging Ames Watson’s deep retail expertise and Authentic’s global brand-building capabilities, Champion is positioned to unlock unprecedented opportunities in the sports apparel space. This partnership enables collaborations with industry leaders, paving the way for innovative strategies, ensuring that Champion continues to be a leader in the evolving sportswear market.
“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 partne
