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ST. CLAIR SHORES, MICHIGAN (July 9, 2026) — STAHLS’ successfully partnered with the National Hockey League (NHL®) to provide real-time jersey customization during the 2026 Upper Deck NHL Draft™ at Buffalo’s KeyBank Center.
For the first time in NHL Draft history, custom jerseys featuring player names and numbers were produced live as first-round selections were announced, allowing top prospects to receive personalized jerseys moments after hearing their names called.
The activation marked a significant milestone in the evolution of on-demand sports apparel and demonstrated how technology can deliver customized products at the exact moment fans, athletes, and organizations experience history.
As the NHL welcomed the next generation of hockey talent, STAHLS’ worked behind the scenes to ensure each jersey was customized with speed, precision and consistency throughout the Draft.
For more than 30 years, STAHLS’ has served as a trusted licensing partner to the NHL, supporting the league’s official jersey decoration and customization needs. The 2026 NHL Draft activation represents the latest evolution of that long-standing relationship and a shared commitment to innovation, quality and fan engagement.
“Our 30-year relationship with the NHL has been built on trust, innovation, and a shared commitment to delivering exceptional experiences for players and fans,” said Chris Hooks, Vice President of Sports & Licensing at STAHLS’. “Bringing real-time customization to the NHL Draft allowed us to combine technology, speed, and emotion to deliver personalized products at one of the most important moments in a player’s career. We’re proud to support the NHL and help create an unforgettable experience for the league’s newest stars.”
The activation further highlights the growing need for on-demand customization across sports, where leagues, teams, and fans increasingly expect personalized products to be available immediately.
For more than 15 years, STAHLS’ has supported live-event customization across professional sports, helping organizations deliver premium decorated apparel at scale while enhancing fan engagement and athlete experiences.
“Providing our first-round draft selections with a Fanatics Authentic jersey from their new club, customized with their name, was an important way to further celebrate this milestone achievement,” said Rich Villani, NHL Group Vice President, Consumer Products Licensing. “As a longtime NHL partner, STAHLS’ has mastered the rapid-customization process and has a proven track record of delivering high-quality results under tight timelines. Their expertise transformed a standard jersey presentation into a personalized and memorable draft-night experience for each player.”
STAHLS’ is a long-time member and supporter of NSGA. Ted Stahl is a member of the Sporting Goods Industry Hall of Fame.
