The NFL, Nike and Fanatics have reached a new partnership that extends Fanatics’ exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products worldwide. The agreement is an enhancement to the US-only deal signed in 2018.
The partnership model splits responsibilities between Nike, which outfits the players and coaches, and Fanatics, which outfits the fans.
The announcement follows a successful NFL London Games series in October, which saw Fanatics and the NFL deliver record sales results at the Wembley Tailgate Retail store operated by Fanatics.
To serve the global market, Fanatics has offices, manufacturing and distribution facilities in China, Japan, Spain, Germany, UK, Korea, US, Canada, India and Hong Kong. Fanatics will operate local NFLShop sites across key NFL international markets, including Canada, Mexico, Brazil, UK, Germany and China.
Sales for the game between the Jacksonville Jaguars and the Houston Texans at Wembley Stadium beat the record set the previous weekend during the game between the LA Rams and the Cincinnati Bengals.
“We’re excited to expand our relationship with Nike and Fanatics, and with it a cutting-edge model for licensed merchandise to benefit fans and retailers around the world,” said Damani Leech, chief operating officer of international for the NFL. “Now our growing fanbase in cities such as London and Shanghai will have the same quick access to the widest selection of the latest merchandise as their counterparts here in the United States.”
“This innovative partnership with the NFL and Nike is based on the premise that all three organisations are committed to providing fans with the best possible experience, quality and choice of officially licensed merchandise,” added Steve Davis, president of Fanatics International. “This expanded global deal, coupled with our vertical commerce model will allow us to reach more fans and retailers across the globe than ever before, with a greater assortment of merchandise which is consistently stocked and replenished.”
