Riddell signed a new agreement with the National Football League as the exclusive licensee for collectible helmets. The new deal comes less than two months after the NFL chose not to renew a deal with Riddell mandating that any players wearing non-Riddell helmets during games could not show that company's logo or name on the exterior.
Riddell was the official NFL helmet for 25 years.
Riddell also secured promotional rights as part of the deal including the ability to use NFL marks on approved retail advertisements and marketing materials. The new five-year agreement extends Riddell’s relationship with the NFL into 2019.
“Riddell values its ongoing relationship with the NFL, and we are proud of our longstanding history as the helmet of choice for the majority of NFL players,” said Dan Arment, President of Riddell. “We remain steadfast in our pursuit of developing innovative products to meet the protective needs of NFL players and the broader football playing community. With this new agreement, we are confident that the conversation surrounding our work with the NFL will remain on player protection.”
Riddell’s relationship with the NFL began in 1989. The company is a provider of on-field protective equipment including helmets, shoulder pads, accessories, and reconditioning services. Additionally, Riddell’s licensed collectibles business is regarded as the cornerstone of football collectibles for fans and collectors of the NFL and college sports.
Arment continued, “While our focus has and always will be on protecting the athlete, we have continued to support the licensed products business, which helps the fans better connect to the game by collecting NFL team helmets made by Riddell. Like fans and collectors, we are passionate for the sport of football, and are privileged to provide collectible helmets that enhance the overall experience with the sport.”
According to Crain's Chicago, collectible helmets make up about 10 percent of Riddell's $200 million in annual revenue. Retaining rights to NFL materials in marketing was said to be particularly beneficial, supporting its sizable business selling helmets to youth and high school-aged athletes.
Founded in 1929, Riddell is a premier designer and developer of protective sports equipment and a recognized leader in helmet technology and innovation. One of Easton-Bell Sports Inc.’s most well-known brands, Riddell is the leading manufacturer of football helmets, shoulder pads and reconditioning services (cleaning, repairing, repainting and recertifying existing equipment). For more information, visit our website at http://www.riddell.com, like the Riddell Facebook page, or follow Riddell on Twitter @RiddellSports.
