European Tour Group and Fanatics Strike Multi-Year Retail and Licensing Partnership

The European Tour Group has entered into a multi-year commercial partnership with global digital sports platform Fanatics, appointing the company as the exclusive operator of the Official DP World Tour Store and the European Ryder Cup Store. 

Under the agreement, Fanatics will also serve as the exclusive retail partner for the highly anticipated 2027 Ryder Cup at Adare Manor in Limerick, Ireland, while managing dedicated retail outlets across premier international tournaments including the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship, and the Husqvarna British Masters.

Commenting on the partnership, chief revenue and content officer at the European Tour Group, Richard Bunn, said: “This new partnership starts at a time when the DP World Tour and Ryder Cup Europe are enjoying unprecedented growth in their fan bases.”

“For example, we could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over.

“This is also translating into strong demand for official product and Fanatics bring a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world,” Bunn said.

The collaboration unites two of golf’s premier properties with Fanatics’ advanced multi-channel retail infrastructure to satisfy extraordinary consumer demand.

Sharing the commercial significance of the partnership, international president at Fanatics, Stephen Dowling, noted: “This partnership reflects the incredible momentum behind golf right now, and we’re proud the European Tour Group has chosen Fanatics to help write its next chapter.”

“As a proud Irishman, seeing the Amgen Irish Open and the Ryder Cup at Adare Manor both part of this partnership makes it even more special personally, there’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world,” Dowling said.

Noting the operational breadth of the agreement, VP for international growth and strategy at Fanatics, Chris Smith, added: “This is a genuinely comprehensive partnership, covering everything from event retail, e-commerce and pop-up activations to licensing, wholesale and product design, and that breadth is what allows us to give golf fans the product they deserve, at the scale these events demand.”

Crucially, Fanatics has secured the rights to produce official replica kits mirroring the exact on-course outfits worn by Team Europe during competition days, capitalizing on a commercial boom where golf apparel transitions dynamically into mainstream lifestyle streetwear.