Fanatics in 10-year e-commerce tie-up with Patriots
Fanatics, the US online sportswear and equipment retailer, has signed a long-term deal with NFL American football's New England Patriots to serve as the e-commerce partner of the franchise.
Under the new partnership, which runs for 10 years, Fanatics will operate the online and mobile retail merchandise business for the six-time Super Bowl winners, through a new e-commerce platform called ProShop.Patriots.com.
Fanatics said the platform, accessible to fans from today, will provide a secure online and mobile shopping experience with access to a complete product range.
Fanatics will also manufacture and distribute a wide range of products, including Nike-branded jerseys, women’s apparel and lifestyle gear, across all retail channels, including the Patriots online store, beginning with the 2020 season starting in September.
Jennifer Ferron, chief marketing officer for Kraft Sport and Entertainment, owner of the Patriots, said: “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 fan base worldwide.
“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.”
Gary Gertzog, Fanatics business affairs president, added: “We look forward to working closely with the team and harnessing Fanatics’ comprehensive data and analytics platform to create an elevated, personalised shopping experience of real-time products for fans.”