Champion has secured the rights to produce licensed apparel for the NFL, adding to its portfolio of league partnerships, which already includes the NHL, MLB (Minor League Baseball) and PLL (Premier Lacrosse League).
The Champion x NFL deal receives support from a partnership between Authentic Brands Group (Authentic) and Ames Watson. As part of Authentic’s acquisition of Champion in October 2024, Ames Watson assumed management of Champion’s U.S. collegiate apparel and teamwear business. Ames Watson owns or invests in brands, including Lids, LidsU, South Moon Under, Mitchell & Ness, Ebbets Field Flannels, Zygo, Hungry, and Margaux.
The product line will be available in-store and online in late 2025, with specific distribution varying by city.
Champion will debut the partnership with a drop of exclusive, limited styles for the NFL at Fanatics Fest NYC, held at the Jacob K. Javits Convention Center June 20-22.
“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, co-founder 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.”
“Champion’s enduring legacy in sports has always been rooted in the pursuit of excellence,“ said Jarrod Weber, president of Sports and Lifestyle at Authentic. “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. We are excited to offer fans premium apparel that speaks to their passion for the game while staying true to Champion’s timeless heritage.”
Image courtesy Authentic
