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Fanatics signs 10-year partnership with Notre Dame

Global licensed sports merchandise manufacturer and retailer Fanatics has signed a 10-year licensing deal with the University of Notre Dame to become the college’s primary apparel, headwear, and hard goods partner starting in January 2021.

Fanatics previously operated the Notre Dame athletics’ online team store and is expanding the partnership to include manufacturing, distribution and licensing of Notre Dame consumer products across all off-campus and online distribution channels. Terms were not disclosed.

Fanatics will use its customer relationship management platform Salesforce to help Notre Dame – one of the most valuable brands in college sports – more efficiently sell licensed products to Fighting Irish fans and alumni by gaining a deeper understanding of their individual preferences and, in turn, be better able to personalize experiences and offerings.

“This visionary alliance with Notre Dame is the new benchmark for the college industry. By aligning Fanatics’ collective strengths in e-commerce, wholesale and on-demand manufacturing, along with our foremost capabilities across data and analytics, we are propelling Notre Dame into the next decade,” said Derek Eiler, executive vice president of Fanatics. “Building this model with Notre Dame on our shared platform with Salesforce brings significant benefits to the University in the speed and scale of enhancing its digital engagement with its alumni and fans everywhere.”

Fanatics recently announced major deals with the National Football LeagueGolden State Warriors and Uefa.