The New England Patriots and Fanatics announced a 10-year e-commerce partnership that will have Fanatics operate the online and mobile retail merchandise business for the six-time Super Bowl champions. The team will continue to operate their Patriots Pro Shop stores at Gillette Stadium and Patriot Place.

The partnership is highlighted by a new e-commerce platform,, that can be accessed by fans starting Friday. The platform will provide Patriots fans with a secure online and mobile shopping experience with access to the complete product assortment.

“Fanatics has established themselves as our industry’s preeminent sports retail company, and their scale across e-commerce and mobile shopping will create an incredible new offering for our passionate fanbase worldwide,” said Jennifer Ferron, chief marketing officer, Kraft Sports and Entertainment. “With their world-class technology platform and commitment to e-commerce innovation, our fans will have around the clock access to a premier shopping destination featuring the widest assortment of merchandise we’ve ever offered.”

An expanded product assortment featuring Nike-branded Patriots NFL gear — which includes all jersey categories, women’s apparel and lifestyle gear — will be manufactured by Fanatics and distributed across all retail channels, including the Patriots online store, beginning with the 2020 season.

“We are proud to partner with the New England Patriots, widely recognized as one of the most innovative and successful teams in all of sports,” said Gary Gertzog, Fanatics president of Business Affairs. “We look forward to working closely with the team and harnessing Fanatics’ comprehensive data and analytics platform to create an elevated, personalized shopping experience of real-time products for fans.”

Photo courtesy Boston Herald