Fanatics continues to expand its reach within the sports arena.
The global sports platform has signed an exclusive multiyear deal with the National Football League under which it will serve as the NFL’s official on-site retail partner at its biggest events. That includes Thursday’s NFL Draft, the Super Bowl, NFL Kickoff, NFL International Games, NFL Flag Championships, NFL Scouting Combine and Pro Bowl Games.
The deal marks the first time Fanatics will operate the retail sites at the Super Bowl and NFL Draft. Over the past decade, Fanatics has operated on-site retail for the International Games. But the new deal means Fanatics will manage NFL Shop operations at stadiums and surrounding host city locations for the other events, including the annual Super Bowl Experience and Draft Experience.
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Fans attending the NFL Draft in Pittsburgh from April 23 to 25 will have the opportunity to shop at more than 10 on-site retail outlets, ranging from a superstore tent to trailers to in-stadium kiosks. That includes the 13,000-square-foot NFL Shop tent and the merchandising of more than 250 products from brands ranging from Nike and New Era to Mitchell & Ness, Riddell and Wilson. For the first time this year, fans can order a jersey of any first-round pick moments after they are selected with the jerseys produced on site.
“As the NFL has grown into a year-round, global event leader, Fanatics has established itself as the perfect partner to meet consumer demand for the best merchandise possible,” said Casey Collins, NFL senior vice president of consumer products and licensing. “We look forward to working in lockstep with Fanatics to deliver every fan a world-class retail experience during the league’s biggest moments.”
“Fanatics and the NFL have built a truly collaborative, cross-functional business together, and this partnership is a testament to that growth and a look to the future,” said Gary Gertzog, Fanatics’ president of business affairs. “The league is reaching more fans across more countries each year, and we believe that our global scale and expertise in merchandising and retail operations set us up perfectly to super-serve the fan experience across these coveted, marquee sports moments.”
Fanatics had already been the NFL’s official e-commerce partner, designing, manufacturing and distributing a wide array of NFL and Fanatics co-branded merchandise, and operating e-commerce for 29 NFL teams, including in-venue retail for 16 teams.