Fanatics announced an exclusive, ten-year omnichannel merchandise and retail partnership with the NFL’s Minnesota Vikings. As part of the deal, Fanatics assumes the operation of its e-commerce, mobile and physical retail stores.
“As the leader in licensed sports merchandise, with a strong track record in the NFL, Fanatics will provide Vikings fans with an enhanced fan experience both online and in team stores,” said Vikings CMO, Martin Nance. “Fans will see a deeper selection, increased availability and the most up-to-date trends in all Vikings gear whether shopping online, at the game or additional store locations.”
As part of the partnership, Fanatics will renovate all three Vikings Locker Room team store locations—U.S. Bank Stadium, the Viking Lakes campus in Eagan and the Mall of America. The integration of online and brick-and-mortar stores will offer customers the ability to shop where they choose from products that are readily in stock.
“The Minnesota Vikings are one of the NFL’s historic franchises with an incredibly passionate fanbase, and Fanatics is thrilled to become the official omnichannel merchandise partner of the team,” said Ed O’Brien, Fanatics SVP, business development and strategy. “We’ve worked closely with the team to create a comprehensive retail offering that will provide fans everywhere with the widest assortment of on-trend, quality merchandise regardless of shopping online, on phones, at the game, or in additional team stores around the Twin Cities.”
Fanatics is the NFL’s official e-commerce partner and has separate e-commerce deals with 27 NFL teams. The Vikings are the company’s tenth omnichannel merchandise partner.
