Fanatics, thanks to a newly announced multi-year partnership with the NFL, will now serve as the league’s official on-site retail partner for the Super Bowl and other high-profile events.
For those keeping tabs, the NFL’s relationship with Fanatics is already well-established. The latest move, however, aims to expand on their shared successes.
“Fanatics and the NFL have built a truly collaborative, cross-functional business together, and this partnership is a testament to that growth and a look to the future,” Gary Gertzog, Fanatics President of Business Affairs, said of the new partnership. “The league is reaching more fans across more countries each year, and we believe that our global scale and expertise in merchandising and retail operations set us up perfectly to super-serve the fan experience across these coveted, marquee sports moments.”
As part of the partnership, fans can expect new retail concepts in the months ahead. All told, Fanatics will now stand as the league’s on-site retail partner for the following events: the 2026 NFL Draft, the Super Bowl, NFL kickoff, NFL international games, NFL flag championships, NFL Scouting Combine, and Pro Bowl games.
For those in Pittsburgh for this week’s NFL Draft festivities, more than 10 on-site retail outlets have opened their doors. Looking ahead, new concepts will “leverage new technology and innovative products” to give fans an “unparalleled” shopping experience, per press notes.
“We look forward to working in lockstep with Fanatics to deliver every fan a world-class retail experience during the league’s biggest moments,” Casey Collins, NFL Senior Vice President of Consumer Products and Licensing, added.
