Activision Blizzard has signed a multi-year deal with Fanatics to become the exclusive home of Overwatch League merchandise. It represents the first partnership of its kind between a major retailer and an official esports league.
Fanatics will create and maintain a global e-commerce website for fans to purchase jerseys, fan gear, headwear and hard goods from each of the league’s 20 franchises. Fanatics will also operate on-site retail stores for all Overwatch League regular-season matches at Blizzard Arena Los Angeles and for other league events.
The deal will begin in time for the 2019 Overwatch League season, which kicks off on February 14.
“The demand for team gear during our inaugural season was very strong,” said Daniel Siegel, head of esports licensing for Blizzard Entertainment. “A significant number of fans – for regular-season matches at Blizzard Arena Los Angeles and at the Grand Finals in Brooklyn – showed up in jerseys to support their teams, and we’re thrilled to make it even easier for them to represent their favourite teams and players.”