Fanatics has reached a long-term partnership to sell fan apparel and merchandise on Macy’s website.

The deal, similar to Fanatics’ partnerships in recent years with Walmart, JC Penney and Kohl’s, will significantly broaden the assortment of fan gear, apparel and hardgoods for customers shopping on and the Macy’s app.

Through its connected inventory model, Fanatics will expand Macy’s current fan apparel offering by nearly 20 times. The partnership will see Macy’s continuing to power the overall front-end e-commerce experience, while orders will be fulfilled and shipped by Fanatics.

The expanded assortment will encompass all leagues (NFL, NBA, MLB, NHL, MLS, NASCAR and more) and hundreds of professional and college teams, and include products from high quality brands including Fanatics, Top of the World, Under Armour, Adidas, New Era and WinCraft.

Michael Rubin, executive chairman, Fanatics, told the New York Post that the partnership with Macy’s will help Fanatics reach more women. Sales of women’s merchandise have been up for Fanatics double-digits over the last few years.

A selection of Fanatics’ Better Brands portfolio will also be available to fans, including products from Vineyard Vines, WEAR by Erin Andrews and Tommy Bahama. Fanatics has more than a dozen partnerships with better brands, including Vineyard Vines and Tommy Bahama that sell to Macy’s, and the company wants to expand better assortments to 100, Rubin said.

“It’s been a very important strategy for us to power these retailers’ e-commerce business,” Fanatics Global Co-president Jack Boyle told the Post. “For us to reach a new set of customers, who are already coming to Macy’s and may not be coming to Fanatics, is a way for us to expand the market.”

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