Fanatics and NFL Strike Global On-Site Retail Deal Starting with 2026 Draft

Fanatics and the National Football League (NFL) have today announced a landmark multi-year partnership, designating the global sports platform as the league’s official on-site retail partner for its entire roster of marquee global events.

The exclusive agreement, which officially commences with the 2026 NFL Draft in Pittsburgh, marks the first time Fanatics will manage on-location retail for the league’s premier events, including the Super Bowl.

Noting that the move aligns with the league’s evolution into a year-round global brand, NFL senior vice president of consumer products and licensing, Casey Collins, said: “Fanatics has established itself as the perfect partner to meet consumer demand for the best merchandise possible.”

“We look forward to working in lockstep with Fanatics to deliver every fan a world-class retail experience during the League’s biggest moments,” Collins said. 

Highlighting the importance of global scale in this new era of the league, Fanatics president of business affairs, Gary Gertzog, said: “The League is reaching more fans across more countries each year, and we believe that our global scale and expertise.”

“Set us up perfectly to super-serve the fan experience across these coveted, marquee sports moments,” Gertzog stated.

Under the expanded pact, Fanatics will oversee end-to-end retail operations for the NFL Shop at stadiums and host city locations.

The partnership covers a comprehensive list of tentpole events, including NFL Kickoff, the NFL International Games, NFL Flag Championships, the NFL Scouting Combine, and the Pro Bowl Games.

Enhanced Fan Experience and Technology

The partnership is designed to leverage Fanatics’ merchandising scale to deliver a more cohesive and tech-driven shopping experience. For the upcoming NFL Draft in Pittsburgh (April 23–25), the footprint will feature over 10 retail outlets, including a flagship superstore tent at Point State Park and multiple kiosks throughout the North Shore and Acrisure Stadium.

Fanatics already serves as the NFL’s official e-commerce partner and operates the online stores for 29 individual teams, including in-venue retail for 16 franchises. 

The partnership is expected to introduce new retail concepts and innovative product lines that reflect the unique identity of each host city.

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