HomeNewsLicensing & MerchandisingBaseballUSA

Fanatics, Orioles strike 10-year omnichannel retail partnership

Global sports merchandise giants Fanatics and Major League Baseball's Baltimore Orioles have secured a 10-year end-to-end omnichannel retail partnership, expanding on a current e-commerce agreement.

Fanatics will now overtake operations of all in-venue retail locations at Oriole Park at Camden Yards, including the Orioles Team Store located on Eutaw Street at the ballpark.

It means the Orioles Team Store will now feature an expanded selection of jerseys, headwear, hardgoods, trading cards, and collectibles and more from leading brands including Fanatics, Nike, Topps, New Era, WinCraft, and Mitchell & Ness.

Later this year, Fanatics will open its new east coast distribution center, located in nearby Aberdeen, Maryland. The proximity to the ballpark will ensure rapid replenishment of inventory across team stores and faster delivery of online orders to fans.

“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 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 is the official e-commerce partner of MLB, as well as its trading card partner, and operates in-venue retail services for five teams, including the Orioles.

Fanatics and athletic retailer Foot Locker recently announced a long-term inventory partnership that will make officially licensed fan gear and merchandise available online to Foot Locker customers.

In July, Fanatics extended its deal with the National Collegiate Athletic Association to carry Nike apparel and recently inked deals with the Detroit Lions of the National Football League and the University of Alabama, which houses one of the most prominent college football programs in the country.

You need to have an account to access our content

Find out more about our news, features and services

Already have an account? Sign in here