Industry News


12 Nov - 2019

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NFL, Nike and Fanatics expand innovative three-way partnership to serve fans across the world

  • Worldwide extension of US deal which has been hailed as future model of licensed sports merchandise to serve real-time demand of fans
  • Nike to remain exclusive supplier of on-field and side-line apparel for NFL teams, while Fanatics to manufacture all Nike NFL gear sold at retail
  • Announcement follows record retail results from 2019 London Games two weekends in a row

The National Football League (NFL), Nike and Fanatics announce a new global partnership that extends Fanatics exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products worldwide.

This new long-term global deal, will benefit fans, players and retailers wherever they are in the world and is an enhancement to the ground-breaking US deal signed in 2018. The innovative three-way partnership showcases a new model for licensed sports merchandise that splits responsibilities between Nike (outfitting the players and coaches) and Fanatics (outfitting the fans).

This announcement follows another hugely successful run of NFL London Games which saw Fanatics and the NFL deliver record retail results as fans of the sport flocked to the London retail stores to show their support for their team. The game between the Jacksonville Jaguars and the Houston Texans at Wembley saw record sales for a Tailgate Retail store operated by Fanatics, beating the record set the previous weekend during the game between the LA Rams and the Cincinnati Bengals.

The new deal takes advantage of Fanatics’ growing global capabilities, with offices, manufacturing and distribution facilities in China, Japan, Spain, Germany, UK, Korea, US, Canada, India and Hong Kong. Fanatics will operate local NFLShop sites across key NFL international markets including Canada, Mexico, Brazil, UK, Germany and China.  It means that the NFL will be able to serve its growing international fanbase with the widest selection of the latest merchandise, wherever they are in the world. As previously announced, Nike will remain the exclusive on-field supplier for uniforms, base layer and sideline apparel for all 32 NFL teams, with the exception of headwear, while Fanatics will manufacture and distribute all Nike NFL merchandise sold at retail.

“We’re excited to expand our relationship with Nike and Fanatics, and with it a cutting-edge model for licensed merchandise to benefit fans and retailers around the world,” said Damani Leech, COO of International for the NFL. “Now our growing fanbase in cities such as London and Shanghai will have the same quick access to the widest selection of the latest merchandise as their counterparts here in the United States.”

A global leader for licensed sports merchandise, Fanatics is changing the way fans access their favourite team gear in a mobile-first economy through a vertical commerce model that brings much-needed agility to the industry. This expanded deal with the NFL will make use of Fanatics significant growth in capabilities across the world as the league looks to reach its growing fanbase worldwide. 

This innovative partnership with the NFL and Nike is based on the premise that all three organizations are committed to providing fans with the best possible experience, quality and choice of officially licensed merchandise,” said Steve Davis, President of Fanatics International. “This expanded global deal, coupled with our vertical commerce model will allow us to reach more fans and retailers across the globe than ever before, with a greater assortment of merchandise which is consistently stocked and replenished.”

Fanatics partners are more than 300 sporting organizations around the world including the FA, NBA, MLB, NHL, MLS, Real Madrid, Fukuoka SoftBank Hawks, Manchester City, Manchester United, and The European Tour.

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