The Baltimore Orioles have announced a partnership that sees digital sports platform Fanatics become the team’s official end-to-end omnichannel retail partner starting next year.
Fanatics, which currently powers the Orioles ecommerce site, will now overtake operations of all in-venue retail locations at Oriole Park at Camden Yards, including the Orioles Team Store, in a 10-year deal.
Through its relationship with MLB, Fanatics will also work with the team to make a ‘significant investment’ to elevate its overall stadium retail footprint and enhance the fan experience.
“We are thrilled about our new alignment with Fanatics to bring a more expansive and diverse inventory of the top brands that our fans will love when visiting Oriole Park,” said T.J. Brightman, Orioles Senior Vice President, Chief Revenue Officer.
“There is nothing more important to us than the fan experience, and we truly believe this long-term partnership will only enhance that.”
Fanatics holds the rights to design, manufacture and distribute all Nike MLB fan apparel sold at retail, which means that Orioles fans will have access to a ‘significantly expanded assortment of high-quality team and player merchandise’.
Ed O’Brien, Fanatics SVP of Business Development and Strategy, added: “The Baltimore Orioles are one of baseball’s iconic franchises, who have emerged again this year as one of MLB’s most exciting teams.
“Throughout this partnership we look forward to delivering a best-in-class in-venue retail experience at a historic ballpark like Camden Yards and providing the passionate Orioles fan base with timely, high-quality merchandise for all members of the family.”