Fanatics expanded its e-commerce partnership with The Cleveland Browns, establishing the company as the team’s end-to-end omnichannel retail partner.
Fanatics, which has powered the Browns’ online and mobile shopping platform since 2014, will now operate physical retail outlets in FirstEnergy Stadium.
“Fanatics has been an incredible partner and has offered Browns fans an extensive collection of merchandise since we started working together nearly ten years ago, and we know they will bring that same high level of product quality and customer service to FirstEnergy Stadium,” said Browns’ SVP of marketing and media Brent Rossi. “Browns fans will benefit from Fanatics’ overall approach to in-venue retail sales at the stadium on game days and throughout the year, including through an investment to refresh the Pro Shop and a shared experience during in-person and online shopping.”
Fanatics reported it would make a “significant capital investment to redesign and optimize the team’s in-venue shopping footprint through the partnership expansion” before the 2023 NFL season. FanCash, Fanatics’ loyalty program, which customers accrue with each transaction, will also be integrated into the partnership to earn and redeem in-venue or online.
“Based on our combined success delivering Browns fans an unrivaled e-commerce experience, Fanatics is incredibly excited to expand our relationship to now include their official in-venue retail stores,” said Ed O’Brien, Fanatics SVP of business development and strategy. “We look forward to collaborating with the Browns to create an elevated shopping experience throughout FirstEnergy Stadium, which not only adds to the incredible experience for fans on game days but also allows the team to tap into additional Fanatics resources to tell their brand story.”
