Fanatics and the Detroit Lions extended its multi-year deal, expanding on their existing e-commerce partnership, which now sees Fanatics become the team’s end-to-end omnichannel retail partner. 

Under the new deal, Fanatics will assume operations of all on-site merchandise and fan gear outlets at Ford Field while continuing to power the Lions’ online and mobile commerce business. Fanatics has been the Lions’ e-commerce partner since 2015.

A cornerstone of the new partnership is Fanatics’ investment to reinvent the in-venue retail experience for consumers, highlighted by Lions Supply, a new team store inside Ford Field. 

Scheduled to open during the upcoming NFL season, this store offers more than 6,000 square feet of retail space, nearly twice the size of the former location, with access from inside and outside of the stadium on Brush Street for customers to shop.

In addition to Lions game days, Lions Supply will be open 10-5 Monday through Friday and 10-5 on Saturdays before home games. The store will officially open at the Detroit Lions home opening game on September 11 when they host the Philadelphia Eagles at Ford Field.

“We are excited to partner with Fanatics on a brand-new retail experience double the size of our previous team store at Ford Field,” said Kelly Kozole, senior vice president, Revenue. “Lions Supply is a key element of our continued commitment to creating an amazing experience for our loyal Lions fans.”

The in-venue store will feature expanded offerings for women and kids, a customization area, headwear wall, and designated shops within the retail space for brands including Fanatics, Nike and Mitchell & Ness.

The combination of online and physical retail space by Fanatics creates an assortment of Lions merchandise, including jerseys, headwear, hardgoods and memorabilia. Products will be available across hundreds of officially licensed brands, including Fanatics, Nike, Mitchell & Ness, New Era, WinCraft, WEAR by Erin Andrews, and the NFL x Darius Rucker Collection by Fanatics.

“Over the years, the Detroit Lions have been a valued partner to Fanatics, and we are thrilled to expand our relationship to create a truly unparalleled merchandise experience for the passionate Lions fans,” said Ed O’Brien, Fanatics SVP, business development. “The opening of the new Lions Supply team store is one of the more ambitious projects we’ve undertaken, and we can’t wait to see the reaction from fans on both game day and beyond.”

Fanatics is the NFL’s official e-commerce partner and holds online and mobile commerce relationships with 27 NFL clubs. The Lions become the company’s 11th omnichannel retail and merchandise partner, for which Fanatics operates both e-commerce and in-venue shopping.

Photo courtesy Fanatics x Detroit Lions