The Baltimore Orioles and Fanatics announced a new ten-year partnership that will see Fanatics become the team’s official “end-to-end omnichannel retail partner” starting next year.
Fanatics already powers the team’s e-commerce site, Orioles.com/Shop, through its relationship with the MLB. It now operates all in-venue retail locations at Oriole Park at Camden Yards, including the Orioles team store on Eutaw Street.
“We are thrilled about our new alignment with Fanatics to bring a more expansive and diverse inventory of the top brands that our fans will love when visiting Oriole Park,” said T.J. Brightman, Orioles senior vice president and chief revenue officer. “Nothing is more important to us than the fan experience, and we truly believe this long-term partnership will only enhance that.”
Through Fanatics’ manufacturing capabilities, including rights to design, manufacture and distribute all Nike MLB fan apparel sold at retail, Orioles customers will have access to an expanded assortment of team and player merchandise sold at the team Store and other stadium outlets, including jerseys, headwear, hardgoods, trading cards, and collectibles.
Later this year, Fanatics will open its East Coast distribution center in Aberdeen, MD. Its proximity to the ballpark offers quick replenishment of inventory at team stores and faster delivery of online orders.
“The Baltimore Orioles are one of baseball’s iconic franchises, who have emerged again this year as one of MLB’s most exciting teams,” said Ed O’Brien, Fanatics SVP, business development and strategy. “Throughout this partnership, we look forward to delivering a best-in-class in-venue retail experience at a historic ballpark like Oriole Park at Camden Yards and providing the passionate Orioles fan base with timely, high-quality merchandise for all members of the family.”
The Baltimore Orioles are the fifth MLB club for which Fanatics also operates the full suite of in-venue retail services.
