Manchester Storm announce partnership with USAsports including NHL pop-ups and more

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Manchester Storm USAsports NHL merch pop-up stand

Manchester Storm have announced a landmark new deal with USAsports, a dedicated home for British fans of North American sporting disciplines and global merchandising suppliers, which will see various exciting events this upcoming season.

Confirming the collaboration ahead of the pending 2026/27 campaign, this crossover will involve everything from special pop-up events to player sponsorships and much more.

With MCR Storm getting close to their long-awaited AO Arena return after nearly two and a half decades, many supporters are taking matchday membership back up, and it looks like this year is the perfect time for merch hunters, too.

Revealing the partnership on social media this Tuesday, 11 August, the two brands outlined various plans laid out over the next few months.

USAsports specialise in officially licensed NHL, NFL, NBA and MLB clothing, and while you may have seen the odd jersey here and there at various Greater Manchester locations, they are now gearing up to work with Manchester Storm to deliver better exposure.

Whether you’re just a die-hard member of the Storm Shelter or an ex-pat who still follows an NHL franchise overseas, kit collecting and the fascination surrounding limited edition team jumpers is a big part of ice hockey fandom and culture not just here in the UK but around the world.

Sharing their own announcement, they wrote: “Manchester Storm are thrilled to announce a new partnership with USAsports for the 2026/27 Motorpoint Elite Ice Hockey League (EIHL) season as the club embarks on an exciting new chapter at the AO Arena.

“As part of the partnership, USAsports will sponsor a Manchester Storm player throughout the season and deliver multiple NHL Pop-Up Shop events at Storm home games during the forthcoming campaign.”

On the subject of sponsorship, commercial entities are the only people who will be given the opportunity to back big players this term, as Storm are once again bringing back their ‘own-and-loan’ scheme.

Speaking on working closely with their new partners, the club’s General Manager, Ryan Finnerty, added: “We’re delighted to have USAsports on board for the 2026/27 season.

“Their passion for the fan experience really stood out to us, and their NHL Pop-Up Shops throughout the season will be a fantastic addition to game days at the AO Arena.

“We’re looking forward to working together throughout what promises to be a very exciting season.”

As casual fans here at The Manc, we’ll admit that watching the growing buzz around the resurgent ice hockey team, especially ahead of their Manchester city centre ‘homecoming’, has got us amped to dive deeper into the sport when it gets back underway next month. We’re not the only ones, either…

Manchester Storm have already set a new record before they’ve even returned ‘home’
They face Sheffield Steelers on Sunday, 6 September.

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Featured Images — Publicity pictures (via Manchester Storm)

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