United have announced a long-term partnership with Fanatics to provide an expanded assortment of fan wear and merchandise for Black-and-Red supporters, whether shopping online, on their phone or at the new Audi Field.
Fanatics, which currently operates e-commerce for D.C. United through its partnership with Major League Soccer, will use its omnichannel retail approach to expand inventory across all channels, bringing jerseys, shirts, caps and more to several team stores, kiosks and retail footprints located inside the new venue at Audi Field.
“We’re excited to partner with Fanatics, an established leader in e-commerce and merchandising, to provide our fans with an innovative and expansive brick-and-mortar team store,” Tom Hunt, president of business operations, said. “Fans will not only have a first-rate experience in our new team store, but it will be one of the largest in Major League Soccer, providing Black-and-Red supporters with a vast selection of merchandise to proudly represent D.C. United.”
Fanatics’ long-term partnership with MLS, which was announced last year, gave the company a host of new exclusive rights to design and distribute a wide assortment of fan gear, headwear and hard goods across all retail and wholesale channels.
Fanatics will also provide “micro moment” products designed and distributed in real-time to celebrate player feats and team milestones.
“D.C. United are one of the most storied franchises in MLS history, and we’re excited to bring their passionate fans a best-in-class retail offering as the team begins their next chapter inside of this new state-of-the-art facility,” said Cole Gahagan, Fanatics’ chief commercial officer. “Our innovative vertical commerce model will ensure fans are provided with a seamless end-to-end shopping experience across both online and offline channels, featuring the most extensive, fully-stocked assortments of unique team apparel and merchandise.”
United and Fanatics will use the partnership to enhance the overall fan experience moving into the club’s soccer-specific and state-of-the-art stadium at Audi Field. The Black-and-Red will utilize Fanatic’s streamlined, omnichannel model to give fans access to extensive assortments of high-quality items to represent and support the club in their new permanent home at Audi Field.
