The Washington Redskins and Fanatics announced a 10-year, omnichannel partnership, allowing the company to lead all online and retail store operations for the team.

The new e-commerce destination,, will provide all Redskins fans worldwide with a state-of-the-art online and mobile shopping experience to easily access the widest selections of team apparel and merchandise ever offered. In addition, Fanatics will also operate the team’s brick-and-mortar retail locations, including the Hall of Fame store at FedExField and kiosks around the stadium.

The connection of online and offline merchandise will create an omnichannel retail experience for Redskins fans on game day and beyond, giving them consistency between items and a significantly expanded assortment of products regardless of shopping online, on mobile, at the game or in one of the additional team stores throughout the area.

“We’re excited to team up with Fanatics to offer our fans a superior shopping experience,” said Bruce Allen, president. “We know our fans are shopping for Redskins merchandise through a variety of channels, and by emphasizing the strengths of Fanatics, we have the ability to meet their demands, while also positioning our franchise for the next phase of retail.”

Fanatics Brands, the company’s in-house apparel division, will have the ability to quickly offer “micro-moment” pieces of gear for fans to celebrate team moments, rising and hot players and record-breaking milestones.

“The Redskins are one of the most iconic, tradition-rich franchises throughout the NFL, and we’re excited to join forces to provide their passionate fan base with a world-class shopping experience that features an incredible assortment of products distributed across several retail touchpoints,” said Gary Gertzog, Fanatics president of Business Affairs. “Through this new omnichannel offering, Fanatics’ commitment to cutting-edge technology and faster speed-to-market of merchandise will significantly enhance the fan experience for all members of the family.”

Fanatics is the NFL’s official e-commerce partner and holds a variety of online and omnichannel relationships with more than 20 NFL teams.