Detroit Lions and Fanatics Expand Partnership

National Football League (NFL) franchise, the Detroit Lions, and online sports retail company, Fanatics, have agreed on a multi-year partnership, with the retailer providing Lions merchandise to fans in on-site stores.

The deal will see Fanatics become the multichannel retail partner of the franchise, where they will give the retailer autonomous management control of their onsite merchandise stores at Ford Fields.

The partnership will also see Fanatics make a significant investment to overhaul the Lions’ on-site retail locations.

Additionally, a retail store, named ‘Lions Supply’, will span over 6,000 square feet (1828 square metres), which will offer updated merchandise displays and increased point of sale options, with access from both in and outside of the stadium.

Commenting on the partnership, Lions’ senior vice president of revenue, Kelly Kozole, said: “We are excited to partner with Fanatics on a brand-new retail experience that is double the size of our previous team store at Ford Field.”

“Lions Supply is a key element of our continued commitment to creating an amazing experience for our loyal Lions fans,” Kozole said.

Fanatics’ senior vice president of business development, Ed O’Brien, added: “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.”

“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,” O’Brien said.

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