Lions-Fanatics shop-till-you-drop deal


Detroit Lions shopping experience for fans Image: Fanatics & Detroit Lions

The National Football League (NFL) team Detroit Lions (US) and Fanatics, a leading provider of licensed sports merchandise and global digital sports platform, announced a multiyear extension and expansion of their existing e-commerce partnership, which will now see the company become the team’s end-to-end omnichannel retail partner.

‘Fanatics’ stated that under the new deal, Fanatics will assume operations of the full suite of onsite merchandise and fan gear outlets at the Lions’ digs – the Ford Field – while continuing to power the Lions’ online and mobile commerce business. Fanatics have been the Lions’ E-commerce partner since 2015.

The Detroit Lions are a professional American football team based in Detroit (US). The Lions compete in the National Football League (NFL) as a member of the National Football Conference North Division. The team play their home games at Ford Field in Downtown Detroit.

The Ford Field is a domed American football stadium located in Downtown Detroit, US. It primarily serves as the home of the Detroit Lions of the National Football League (NFL. The regular seating capacity of the facility is approximately 65,000, though it is expandable up to 70,000 for football and 80,000 for basketball.

Fanatics, Inc. is an American online manufacturer and retailer of licensed sportswear, sports collectibles, non-fungible tokens (NFTs), trading cards, and sports merchandise.

‘Fanatics’ further stated that a centerpiece of the new partnership is Fanatics’ significant investment to reinvent the in-venue retail experience for fans on gameday and beyond, highlighted by Lions Supply, a brand-new team store inside Ford Field. Set to open during the upcoming NFL season, this state-of- the-art destination spanning more than 6,000 square feet of retail space, nearly twice the size of the former location, is designed to optimize the shopping experience for fans with modern merchandise displays and increased point of sale options.

A new feature of the store will be fan access from both inside and outside of the stadium, with an entrance on Brush Street. In addition to Lions gamedays, Lions Supply will be open Monday to Friday 10 am to 5 pm and Saturdays before home games 10 am to 5 pm. Lions Supply will open for the first time at the Detroit Lions home opener on September 11th when they host their peer team Philadelphia Eagles at Ford Field.

Said Kelly Kozole, Senior Vice President of Revenue, Detroit Lions, “We are excited to partner with Fanatics to bring a dynamic retail experience to Ford Field. Lions Supply is a key element of our continued commitment to creating an amazing experience for our loyal Lions fans.”

Inspired by Detroit, Lions Supply’s aesthetic was designed to celebrate the City’s rich history, drawing inspiration from its local culture including elements from the automotive industry, iconic monuments, art, and more. The groundbreaking in-venue store will feature expanded offerings for women and kids, a customization area for fans, headwear wall, and designated shops within the retail space for brands including Fanatics, Nike and Mitchell & Ness.

The combination of online and physical retail operation by Fanatics creates an unprecedented assortment of Lions merchandise – including jerseys, headwear, hard goods, memorabilia, and more. Products will be available across hundreds of officially licensed brands, including Fanatics, Nike, Mitchell & Ness, New Era, WinCraft, WEAR by Erin Andrews, and the NFL x Darius Rucker Collection by Fanatics.

Stated Ed O’Brien, Fanatics Senior Vice-President (SVP) of Business Development, “Over the years, the Detroit Lions have been a valued partner to Fanatics, and we are thrilled to expand our relationship to create a truly unparalleled merchandise experience for the passionate Lions fans. The opening of the new Lions Supply team store is one of the more ambitious projects we’ve undertaken, and we can’t wait to see the reaction from fans on both gameday and beyond.”

Fanatics are the NFL’s official e-commerce partner and holds online and mobile commerce relationships with 27 NFL clubs. The Lions became the company’s 11th omnichannel retail and merchandise partner for which Fanatics operates both e-commerce and in-venue shopping.

The National Football League (NFL) is a professional American football league that consists of 32 teams, divided equally between the American Football Conference and the National Football Conference.

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