Fanatics and the University of Tennessee (UT) announced an exclusive retail partnership where Fanatics will be a primary retail partner of the University with a comprehensive set of vertical and wholesale fan apparel rights.

While Fanatics acquires some exclusive fan apparel rights, UT will retain its partnership with Nike as the provider of performance products and select apparel for UT Athletics.

Fanatics, who has been a partner of UT Athletics since 2010, has also received a long-term extension to continue operating the Volunteers’ e-commerce and mobile retail experience.

Under this expanded partnership, Fanatics in-house apparel division, Fanatics Brands, obtained rights to design, manufacture and distribute an expanded selection of Vols and Lady Vols merchandise. A key benefit to the University will be Fanatics’ on-demand manufacturing capabilities that support quick turnaround.

“Through its efforts to produce and deliver outstanding products in creative and innovative ways, Fanatics has long enabled the Tennessee fanbase to easily display its passion for the Vols and Lady Vols,” Senior Associate Athletics Director for External Operations Alicia Longworth said. “We’re thrilled to extend that partnership and continue outfitting Vol Nation with top-of-the-line merchandise.”

The deal follows a detailed analysis of the department’s licensing program and a proposal process completed in conjunction with the University’s exclusive licensing agent, CLC.

Fanatics also holds similar primary fan apparel deals with other Universities including Notre Dame, Oklahoma, Minnesota, Oregon, Florida, and Miami.

Photo courtesy UT