The American online sports retailer Fanatics and the National Football League (NFL) recently announced an exclusive multiyear partnership under which the global sports platform Fanatics will serve as the NFL’s new, official onsite retail partner at the league’s roster of marquee global events.
It will also offer a top-of-the-range shopping experience to the NFL fans and a matchless fan experience in the venues.
‘Fanatics’ stated that the new, comprehensive pact marks the first time that the Fanatics will partner with the NFL to execute the league’s official on-location retail at the Super Bowl and NFL Draft. Over the past decade, Fanatics has operated onsite retail for the NFL’s International Games as the league has steadily grown its global schedule.
New York (US)-based Fanatics is committed to relentlessly enhancing the fan experience. As a leading global sports platform Fanatics allows the fans to buy, bet and collect while engaging with sports in deeper, more immersive ways.
New York (US)-based the National Football League (NFL) is a professional American football league in the United States. Composed of 32 teams it is divided equally between the American Football Conference (AFC) and the National Football Conference (NFC). The NFL is one of the major professional sports leagues in the United States and Canada and the highest professional level of American football in the world.
Marquee Events
‘Fanatics’ further stated that the marquee events lined up are the 2026 NFL Draft (the annual player selection meeting), the Super Bowl (annual league championship game of the NFL), the NFL Kickoff (the first game of the NFL regular season), the NFL International Games (series of American football games played outside the United States), the NFL Flag Championships (youth flag football tournament), the NFL Scouting Combine (a week-long showcase where the college football players perform physical and mental tests), and the Pro Bowl Games (an annual event featuring the NFL star players).
Shop-till-you-drop
The above expanded partnership taps into Fanatics’ merchandising and operational capabilities to deliver a premium shopping experience for millions of NFL fans at the league’s global tentpole events. As the league’s official event retail operator Fanatics will manage the NFL Shop retail operations end-to-end both at the stadiums and at the surrounding host city locations including the annual Super Bowl Experience and the Draft Experience. Fanatics will also introduce several new creative measures to build a more cohesive retail footprint throughout the host cities and across the game weekends.
Fan Experience
Together, the NFL and Fanatics will introduce new retail concepts that leverage new technology and innovative products to deliver an unparalleled fan experience at the NFL’s major events around the world.
Commented Casey Collins, NFL Senior Vice-President (SVP), Consumer Products and Licensing, “As the NFL has grown into a year-round, global event leader the Fanatics has established itself as the perfect partner to meet the consumer demand for the best merchandise possible. We look forward to working in lockstep with Fanatics to deliver every fan a world-class retail experience during the league’s biggest moments.”
Added Gary Gertzog, Fanatics President of Business Affairs, “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. 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.”
The above partnership significantly expands Fanatics’ relationship with the NFL which already includes serving as the league’s official e-commerce partner, designing, manufacturing, and distributing a wide array of NFL and Fanatics co-branded merchandise and operating e-commerce for the 29 NFL teams including in-venue retail for 16 teams.
Key Question:
- Will the NFL-Fanatics collaboration prove to be a game changer as far as the fans’ in-venue shopping-retail experience is concerned?
Continue following Coliseum for the latest updates on sports venues, stadiums and arena business news worldwide.
Coliseum is dedicated to building a global community of sports and entertainment venue professionals helping create better and more profitable venues.
Become a member of the Global Sports Venue Alliance and connect with stadiums, arenas and industry experts from around the world. Apply for membership through the Global Sports Venue Alliance and access the 365Coliseum Business platform.