Champion, the sports-centric streetwear retailer, has become the latest official licensee of American football’s elite National Football League (NFL).
Through a deal unveiled yesterday, Champion will craft apparel utilizing the NFL league branding, as well as the branding of individual franchises, to craft ranges of athleisure wear for sale.
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The first such apparel range will launch later in June at Fanatics Fest New York City 2025, the sports and collectables convention organized by the titular merchandising giant.
Ames Watson, the private business services firm that serves as Champion’s official collegiate and sports partner, helped to broker the NFL license deal.
Champion itself is owned by Authentic Brands Group, which purchased the label in 2024 for $1.2 billion.
Speaking on the partnership, Authentic president for sports and lifestyle Jarrod Weber commented: “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.
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By GlobalData“We are excited to offer fans premium apparel that speaks to their passion for the game while staying true to Champion’s timeless heritage.”
This licensing deal speaks to Champion’s recent strategy to establish itself at the forefront of the athleisure market, a rapidly growing industry that is projected to move forward at a considerable rate annually over the coming decade as consumers flock to the trend.
As one of the world's biggest sporting properties, the market for NFL apparel and other merchandise is significant, hence why the league has invested heavily in partnerships – such as that with Fanatics – in recent years in order to maximize its revenue generation from the sector.
This licensing agreement adds to Champion’s existing associations with US major sports leagues, with the brand already boasting licensing agreements with ice hockey’s National Hockey League, as well as the Minor League Baseball association of lower-tier teams, and the Premier Lacrosse League.
Authentic also owns other prominent sporting brands such as the sportswear and footwear brand Reebok, iconic sports publication Sports Illustrated (and the associated Sports Illustrated Tickets business), and owns the licensing rights for basketball legend Shaquille O’Neal, and boxing icon Muhammad Ali.
