STAHLS’ partnered with the National Hockey League (NHL) to deliver live jersey customization during the 2026 Upper Deck NHL Draft, producing personalized jerseys featuring player names and numbers moments after each first-round selection was announced. The activation marked the first time in NHL Draft history that custom jerseys were created in real time, demonstrating how on-demand apparel decoration can enhance milestone moments for athletes and fans alike.
Live Apparel Decoration Takes Center Stage
Held at KeyBank Center in Buffalo, the activation showcased STAHLS’ heat-printing technologies and production capabilities, enabling newly drafted players to receive customized Fanatics Authentic jerseys almost immediately after hearing their names called.
According to STAHLS’, the project represents another milestone in its more than 30-year relationship with the NHL and reflects the growing demand for real-time customization across professional sports and live events.
“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 and 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.”
On-Demand Customization Continues to Grow
STAHLS’ says the activation highlights the increasing role of on-demand apparel decoration in professional sports, where leagues, teams, and fans expect personalized products to be produced quickly without compromising quality or consistency.
The company has supported live-event customization for professional sports organizations for more than 15 years, helping deliver customized apparel experiences at major sporting events around the world.
Highlights of the NHL Draft Activation
The collaboration between STAHLS’ and the NHL included:
- Real-time jersey customization during the first round of the 2026 Upper Deck NHL Draft.
- Personalized player names and numbers applied moments after each draft selection.
- Heat-printing technology designed for speed, precision, and consistency.
- More than 30 years of partnership supporting the NHL’s official jersey decoration programs.
- More than 15 years of live-event customization expertise across professional sports.
- Enhanced player and fan experiences through on-demand apparel decoration.
- Supporting the Future of Sports Apparel Decoration
The NHL said personalized jerseys helped make the draft experience even more memorable for its newest players.
“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 of 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.”
According to STAHLS’, the activation demonstrates how advances in apparel decoration technology continue to expand opportunities for live-event production, personalized merchandise, and premium fan engagement across professional sports.
