New England Patriots pens decade long deal with Fanatics

Six-time Super Bowl champions the New England Patriots have penned a new ten-year e-commerce partnership with Fanatics enhancing the clubs retail, online and mobile distribution.

As part of the agreement Fanatics will continue to operate the NFL sides’ Pro Shop stores at Gillette Stadium and Patriot Place whilst also operating the Patriots’ online and mobile retail merchandise business.

“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 fanbase worldwide,” stated Jennifer Ferron, chief marketing officer, Kraft Sports and Entertainment, the group that owns the Patriots.

She added: “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.”

Moreover, the partnership is highlighted by the team’s new e-commerce platform,, providing fans with a ‘seamless, secure online and mobile shopping experience’.

Gary Gertzog, Fanatics president of business affairs added: “We are proud to partner with the New England Patriots, widely recognised as one of the most innovative and successful teams in all of sports.

“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.”

Fanatics will manufacture a range of products on the NFL’s commercial platforms including Nike-branded Patriots NFL jerseys, women’s apparel and lifestyle gear.

Insider Insight: NFL’s schedule has not been affected by the current COVID-19 outbreak due to the pandemic occurring during the league’s off-season. However, the deal will bring more financial stability if the league was to be impacted by the virus.

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