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Detroit Lions, Fanatics extend and expand e-commerce partnership

The National Football League's Detroit Lions and global sports merchandising company Fanatics have announced a multiyear extension and expansion of their existing e-commerce partnership, which will now see the firm become the team’s end-to-end omnichannel retail partner.

As part of the agreement, Fanatics will operate Lions Supply, a new team store inside Ford Field.

Set to open during the 2022 season, the 6,000-square-foot space is designed to optimize the shopping experience for fans with modern merchandise displays and increased point of sale options.

It is nearly twice the size of the former location and will feature, for the first time, fan access from both inside and outside of the stadium, with an entrance on Brush Street.

The in-venue store will feature expanded offerings for women and kids, a customization area for fans, headwear wall, and designated shops within the retail space for brands including Fanatics, Nike and Mitchell & Ness.

Fanatics has been the Lions’ e-commerce partner since 2015.

“Over the years, the Detroit Lions have been a valued partner to Fanatics, and we are thrilled to expand our relationship to create a truly unparalleled merchandise experience for the passionate Lions fans,” said Ed O’Brien, Fanatics senior vice president of business development. “The opening of the new Lions Supply team store is one of the more ambitious projects we’ve undertaken, and we can’t wait to see the reaction from fans on both game day and beyond.”

The Lions are currently being featured in the 2022 training camp version of HBO behind-the-scenes docuseries Hard Knocks.

Detroit will host the 2024 NFL Draft, marking the first time that the Michigan city will stage the league tentpole event.

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