NFL partners with H&M for international apparel range

By

Gabriella Lacombe

Published
Jan 13, 2020

Swedish retailer H&M has entered a new partnership with the National Football League (NFL) for a range of NFL-branded apparel and accessories with the help of IMG. 

As part of the partnership, the NFL-branded collection of men’s, women’s and children’s product will be available in over 20 countries not including the U.S., including China, Colombia, Mexico, South Korea, Japan and the U.K, among others. The partnership is set to run through the NFL's 2020 season. 

The deal comes as the NFL’s ratings sink in the United States, causing the league to turn its eyes to a global expansion, with the sports league holding events abroad in London and Mexico. 

“By partnering with H&M, we are able to reach fans in markets across the world with a diverse selection of apparel and accessories,” said Akash Jain, NFL vice president of commercial development, according to a report from sportspromedia.com.

“NFL fanbases are growing throughout countries in every corner of the world and we want to continually meet our fans needs for fashionable apparel and fuel their fandom for years to come.”

The H&M x NFL men’s apparel is available now in H&M stores and online, with items ranging from $15 to $30. Women’s, children’s, and accessories lines will launch next season.

The NFL first signed a multi-year deal for IMG, to become its exclusive licensing representative for select markets in Europe and Asia in April of 2017.