Titans sign Fanatics as retail partner



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Tennessee Titans announces partnership with Fanatics Image: MANICA Architecture

The NFL’s Tennessee Titans have picked Fanatics as the team’s official end-to-end omnichannel retail partner.

The Titans said that under the exclusive partnership, Fanatics will assume operations of the full suite of on-site merchandise and fan gear touchpoints at Nissan Stadium.

Fanatics, a global digital sports platform and leading provider of licensed sports merchandise, will also launch a new, advanced e-commerce platform for the team.

The partnership will also extend to the new Nissan Stadium slated for completion in 2027.

The new Nissan Stadium will feature a circular-shaped, high-tech ethylene tetrafluoroethylene (ETFE) translucent roof and sightlines to the field 38 percent closer than the current stadium. A 12,000 square foot community space will offer year-round event options.

Adam Nuse, Titans Chief Revenue Officer, said, “We are always looking for new ways to take the Titans fan experience to the next level, and access to the most unique and exciting gear is a big part of that.

“Whether it’s in the stands of Nissan Stadium on Sunday or around Nashville’s great neighborhoods, we love seeing our fans decked out in their two-tone blue. This partnership with Fanatics will offer the best retail experience and widest variety of options for many seasons to come.”

Titans merchandise is now available online to fans at www.titansteamstore.com, which will serve as the new online shopping destination for official Titans gear. The website is optimized for shoppers browsing across desktop, tablet, and mobile devices.

Powered by Fanatics’ industry leading Cloud Commerce Platform (CCP), this elevated e-commerce shopping experience will provide fans with rapid access to a wide assortment of team merchandise, including jerseys, headwear, outerwear, hardgoods, and more from leading brands such as Fanatics, Nike, Mitchell & Ness, New Era, and WinCraft. Expanded offerings will be available in coming months.

As a part of the partnership, Fanatics will make a significant capital investment to upgrade the team’s in-venue shopping footprint, including its stores, kiosks, and other additional retail touchpoints, to create a new and improved shopping experience for fans in and around the current Nissan Stadium.

The team store is currently closed during this transition. It will re-open with limited inventory in coming weeks and be fully stocked with an unprecedented assortment of new Titans gear at a grand opening prior to the start of the 2024 NFL season.

Fanatics will also play a key role in the design and build out of the retail footprint inside the new Nissan Stadium. The main store will feature approximately 14,000 square feet of retail space spanning two levels.

Fans also can look forward to shopping in satellite stores throughout the concourses of the new building.

Ed O’Brien, Fanatics SVP of Business Development, said, “Fanatics is thrilled to partner with the Tennessee Titans at such an exciting time for the franchise and its fanbase. “Through our robust assortment offering, retail operations expertise, and vast distribution and fulfillment infrastructure, Fanatics is uniquely positioned to provide Titans fans everywhere with an unrivaled shopping experience featuring premium merchandise for all members of the family, both on gameday and beyond.

Fanatics is the NFL’s official e-commerce partner and holds online and mobile commerce relationships with 28 NFL clubs. The Titans become the company’s 13th omnichannel retail and merchandise partner for which Fanatics operates both e-commerce and in-venue shopping.

Headquartered in Nashville, the Tennessee Titans are part of the NFL’s AFC South division. Founded as the Houston Oilers in 1960, the team moved to Tennessee in 1997 and began play in its current home, Nissan Stadium, in 1999.

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