Fanatics and The Dallas Cowboys announced an exclusive, ten-year merchandise partnership that will see Fanatics open and operate an online and mobile commerce platform for the team.

The e-commerce and mobile site,, features hi-resolution displays, checkout, expanded payment options and a broad assortment of Cowboys merchandise. Targeted marketing will tailor shopping on fan preferences with real-time mobile product push notifications.

“The Dallas Cowboys have always strived to be at the top of our game with new, innovative ways to reach our fans with our merchandise,” said Dallas Cowboys Merchandising Chief Operating Officer Tim Burkhart. “Having the official Dallas Cowboys online Pro Shop aligned with the NFL online shop helps ensure a consistent and expansive product assortment while delivering an exceptional brand experience for the Dallas Cowboys fans.”

Through its partnerships with Nike and the NFL, which includes manufacturing and distribution rights, Fanatics will make available a wide selection of Nike and Fanatics-branded team gear, including all jersey categories, women’s apparel and lifestyle gear.  Fanatics’ on-demand manufacturing capabilities can create product in real-time, including for new and trending players. Sideline and lifestyle brands will include New Era, Mitchell & Ness, Wear by Erin Andrews, DKNY Sport, and WinCraft.

“The Dallas Cowboys are one of the most iconic, recognizable brands in all of sports, and we are thrilled that they have chosen to expand their merchandise relationship with us to provide an unprecedented shopping experience for fans worldwide,” said Jack Boyle, Fanatics global co-president, direct-to-consumer. “The Cowboys have long operated their own e-commerce business as part of their overall distribution of merchandise, and we look forward to providing an incredible real-time fan gear assortment that can be easily accessed by Cowboys faithful across this new tech-fueled e-commerce platform.”

Fanatics and the Dallas Cowboys will also create co-branded Cowboys Shop marketing and advertising across the Cowboy’s broadcast and digital networks throughout its global headquarters, The Star, and inside AT&T Stadium on gamedays.

Photo courtesy Dallas Cowboys