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NFL teams up with Fanatics

The NFL American football league has entered into a partnership with online sports apparel and merchandise retailer Fanatics.

The 10-year partnership begins with the 2020 season and grants Fanatics exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products that will be sold through the league’s retail community.

The deal covers jerseys, sideline apparel and fan gear across NFLShop.com, NFL clubs and bricks-and-mortar stores.

The agreement comes after the NFL in March signed a long-term extension to its kit partnership with US sportswear company Nike. Under the extended agreement, Nike will continue to provide all 32 NFL clubs with uniforms and sideline apparel for use during all games.

The NFL said its model of splitting responsibilities between Nike and Fanatics demonstrates the league’s “focus on consistently looking for new ways to improve the experience for fans, players and retailers”.

Gary Gertzog, president of business affairs for Fanatics, said: “With technology, mobile and social media all contributing to a surge in real-time expectations, it's exciting to team up with like-minded partners in the NFL and Nike who are equally enthusiastic in rolling out a new model for this industry that best serves the fans, retailers, players and the league.

“Our vertical structure will allow us to reach more fans and retailers with a wider assortment of merchandise which is consistently stocked and replenished."