The NHL soon will have a new jersey outfitter after reaching a deal with Adidas expected to begin in the 2017-18 season, TSN’s Rick Westhead reported Monday.

“For Adidas, the NHL deal is a big, if curious, win,” Westhead wrote. “The company beat out rivals Under Armour and Bauer Hockey for the NHL jersey contract, three people familiar with the matter told TSN.

“The NHL’s deal with Reebok pays the league about $35 million per season, a source said. The new deal with Adidas will see the rights fee double, the source said.”

This deal also could open the door for advertisements on jerseys, a controversial topic for some diehard fans. These ads would be another way for the league and NHL Players’ Association to earn more money toward hockey-related revenue (HRR), which directly impacts the salary cap.

The NHL’s current jersey outfitter is Reebok, which Adidas owns. Adidas’ current contract with the NBA expires after the 2016-17 season.

It’s been a busy summer for the NHL in regard to partnerships. Earlier this month, the league announced a six-year agreement with MLB Advanced Media.

Thumbnail photo via Steve Mitchell/USA TODAY Sports Images