The Los Angeles Football Club (LAFC) announced a long-term partnership with Fanatics to become the Club’s official in-venue retail provider at Banc of California Stadium. Fanatics will also power the e-commerce for the team through its multi-year deal as the operator of MLSStore.com, the official League shop.
“We believe our LAFC crest and our distinct black and gold merchandise will emerge as an iconic symbol of the world’s game in the Heart of Los Angeles,” LAFC President & Co-Owner Tom Penn said. “Our partnership with a global leader like Fanatics allows us to provide our fans and supporters with a best-in-class retail experience at Banc of California Stadium or online.”
LAFC set a new Major League Soccer (MLS) record for opening weekend expansion team merchandise sales on Feb. 24-25 when the Club’s kits and other items were first available to purchase at the team’s pop-up store in downtown Los Angeles and simultaneously online as part of Fanatics’ seamless omnichannel experience.
“LAFC is one of the sports world’s most exciting new franchises, and we couldn’t be more thrilled to begin a long-term omnichannel partnership with them as they kick off their debut season,” said Cole Gahagan, Fanatics chief commercial officer. “As a new team in a sports-rich city like Los Angeles, we know how important it is to give fans a robust assortment of high quality products across retail channels and we look forward to supporting that fanbase for years to come.”
The official LAFC retail store at Banc of California Stadium will be operated by Fanatics and is set to be one of the largest, fan-friendly and innovative team stores in MLS. The store will be located at the Northwest Plaza Stadium Entrance, and LAFC merchandise will be available throughout Banc of California Stadium at kiosks in the concourse.
Fanatics will produce LAFC-branded fan gear, headwear and hard goods across all retail and wholesale channels, which are now available to LAFC fans, whether shopping online, on mobile or at Banc of California Stadium. Fans will also have access to real-time items to celebrate team milestones, incredible player feats and record-breaking performances, available on-demand through Fanatics’ agile supply chain and vertical manufacturing model. Last fall, Fanatics extended their long-term deal with MLS, highlighted by exclusive rights to produce an expanded assortment of MLS merchandise.
