The San Francisco Giants and Fanatics have inked a 10-year extension of their current retail partnership. 

The digital sports platform will now assume operations of the MLB team’s physical retail touchpoints throughout the stadium – Oracle Park – in a bid for fans to show further support for the team.

Mario Alioto, Giants Executive VP of Business Operations, said: “The Giants have been proud to partner with Fanatics to offer our fans a satisfying and quality shopping experience both in our Giants Dugout Stores and online.

“By expanding our partnership and bringing Fanatics’ expertise into the ballpark, fans will now be provided a consistent experience no matter where they shop.”

Notably, Fanatics has also pledged a ‘significant capital investment’ to enhance and innovate the park’s overall retail footprint. 

Over the next two years, Fanatics and the Giants have outlined their intent to focus on two key areas: redesigning the main team flagship store and the optimisation of its other retail locations inside the venue. 

“The San Francisco Giants are a storied MLB franchise and a valued partner to Fanatics, and we’re incredibly excited to expand our working relationship together,” added Ed O’Brien, Fanatics Commerce SVP of Business Development. 

“We’ve achieved tremendous success since first partnering together in 2019 and look forward to creating a more unified and enjoyable shopping experience for fans moving forward.”

Fans will now access a ‘significantly expanded assortment’ of team and player merchandise. Previously, during the 2022 season, the pair collaborated to create bespoke merchandise celebrating Will Clark Day.

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