Competitive Edge - Sports & Entertainment Marketing News

Justin Bieber Brings ‘Joy of Drew House onto the Ice’ in Adidas Collab for 2024 NHL All-Star Jerseys


Justin Bieber has taken his love of hockey to new heights!

The singer, 29, and his Drew House fashion brand collaborated with the NHL to design the jerseys that players will wear for All-Star Weekend in February.

Click here to read the story at

Discussion Questions:

  1. What is sponsorship?
  2. How do you think businesses and brands determine which sports and entertainment properties to sponsor?
  3. Why do you think Adidas invested in the rights to be the official outfitter of NHL uniforms?
  4. Based on information from this news story, describe this collaboration between the NHL and Justin Bieber.
  5. Why would the NHL want to collaborate with Justin Bieber on this project?
  6. Why would Justin Bieber want to collaborate with the NHL?
  7. What is a “renewal” from a sales perspective?
  8. Why do you think renewals are important in sports from a season tickets and sponsorship perspective?
  9. Fanatics will replace Adidas as the NHL’s official outfitter of NHL uniforms beginning with the 2024-25 season. Why do you think Adidas chose not to renew?
  10. What type of company is Fanatics?
  11. Why do you think they wanted the rights?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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