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Indianapolis Colts, Fanatics sign 10-year retail partnership

The National Football League’s Indianapolis Colts have announced a 10-year omnichannel retail partnership with global licensed sports merchandise manufacturer and retailer Fanatics, which will lead all online, mobile and retail store operations for the team.

A centerpiece of the partnership is the e-commerce platform at shop.Colts.com, which Fanatics first began operating last year. Fanatics also will oversee operations of the team’s in-venue retail locations, including the Colts Pro Shop at Lucas Oil Stadium and concourse kiosks around the building, as well as the team’s traveling pro shops.

“This new partnership will incorporate a whole suite of new digital and mobile technologies to provide Colts fans with the best, most customer-friendly retail experience possible, whether shopping online, on their device or in-person,” said Roger VanDerSnick, Colts chief sales and marketing officer.

“With the widest assortment of team merchandise to date, as well as a newer and easy-to-navigate checkout process, Fanatics will help us better engage and interact with fans across Indiana and beyond,” he said.

The agreement is the latest in a flurry of new business for Fanatics as the company recently announced major deals with the Miami Marlins, University of Notre DameNational Football LeagueGolden State Warriors, and Uefa.