National Hockey League goes global with EU and Russian licensees

The National Hockey League is eyeing global expansion with the addition of new international licensees and retailers, to take NHL products across Europe, Russia and the UK.

Sales of NHL merchandise in countries outside North America have seen an increase since 2006, displaying an average annual growth of 18 per cent and revenue up by 225 per cent.

Plus Licens, the NHL’s international consumer products licensing agency, secured the merchandise licenses on behalf of the NHL.

The new additions to the NHL roster include Sportmarket Nordic AB, manufacturing and distributing mittens, gloves, hats and ski masks; TShirt Store AB, with T-shirts, knitted scarves and hats; Almedahls AB, with drinking bottles, bedding, towels and home textiles, all for the Nordic region, Russia, Germany and the UK.

Furthermore, Newtop Oy will bring apparel and stationery; LPP with bags and sports ware; Lassiaco Trading with covers and bags for smartphones and Atributika with apparel and collectables ech for the Swedish, Finnish and Russian territories.

NHL Group vice president, Jim Haskins, said: "We are thrilled to be working with an increased portfolio of blue chip manufacturers who are helping the NHL extend its product reach.

"These licensees allow us to offer a wider variety of NHL merchandise at key retail locations to better serve our growing fan base in Europe and Russia."

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