The Detroit Lions and Fanatics has formed an expansion of its existing e-commerce partnership as the company becomes the team’s end-to-end omnichannel retail partner. 

The sports and NFT manufacturer will assume operations of the range of on-site merchandise and fan gear outlets at Ford Field, while continuing to power the NFL team’s online and mobile commerce business. 

“We are excited to partner with Fanatics on a brand-new retail experience that is double the size of our previous team store at Ford Field,” said Kelly Kozole, Senior Vice President of Revenue. 

Having been the Lions’ e-commerce partner since 2015, Fanatics will now make a significant investment to ‘reinvent the in-venue retail experience for fans on game day and beyond’. This is called Lions Supply – a new team store inside the stadium.

“Lions Supply is a key element of our continued commitment to creating an amazing experience for our loyal Lions fans,” Kozole added.

The firm has outlined that, inspired by Detroit, Lions Supply’s aesthetic was designed to ‘celebrate the city’s rich history, drawing inspiration from its local culture including elements from the automotive industry, iconic monuments, art and more’. 

Ed O’Brien, Fanatics SVP of Business Development, said: “Over the years, the Detroit Lions have been a valued partner to Fanatics, and we are thrilled to expand our relationship to create a truly unparalleled merchandise experience for the passionate Lions fans. 

“The opening of the new Lions Supply team store is one of the more ambitious projects we’ve undertaken, and we can’t wait to see the reaction from fans on both game day and beyond.”

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