The Baltimore Ravens and Fanatics have taken their partnership to the next level by announcing a comprehensive expansion of their collaboration, aiming to significantly enhance the fan experience through a revolutionary approach to retail. This extended relationship builds on the foundation laid in 2013, with Fanatics now serving as the exclusive omnichannel retail partner for the Ravens.
This partnership will continue to oversee the Ravens' online and mobile commerce operations, and starting now, Fanatics will also manage all retail operations at M&T Bank Stadium. This includes the introduction of the stadium’s first-ever year-round retail store, scheduled to open in 2025.
Chris Inouye, the Ravens' Vice President of Retail and Food & Beverage Operations, expressed enthusiasm about the expansion. "The expanded partnership with Fanatics launches our retail experience to new heights," he stated. He highlighted Fanatics' role as a proven leader in the sports apparel market and its ability to innovate and respond to fan demand with agility and creativity.
A key component of this new deal is a substantial investment in the stadium's retail facilities as part of the broader stadium upgrades recently announced by the team. This investment aims to enhance and innovate the overall retail footprint at M&T Bank Stadium, benefiting fans on game days and beyond. Fanatics will leverage its top-tier fan apparel selection and on-demand manufacturing capabilities to ensure that all retail channels are continually stocked with the latest products and designs.
Ed O’Brien, Fanatics SVP of Business Development, shared his excitement about the expanded partnership. “It’s an incredibly exciting time for the Baltimore Ravens, both on and off the field, and Fanatics is thrilled to expand our partnership together," he said. O’Brien emphasized the commitment to developing a world-class omnichannel retail model that evolves alongside the team and the city.
In addition to managing the retail experience at M&T Bank Stadium, Fanatics also opened a new state-of-the-art East Coast distribution center in Aberdeen, Maryland, in 2023. This facility's proximity to the stadium is set to ensure rapid replenishment of inventory in team stores and expedite the delivery of online orders to local fans.
Fanatics, which is the NFL’s official e-commerce partner, now manages direct e-commerce partnerships with 28 NFL clubs. The Ravens represent the 14th NFL team for which Fanatics handles both e-commerce and in-venue retail operations, illustrating the depth and reach of their expertise in sports retail management. This partnership not only promises to elevate the fan experience but also sets a new standard for sports retail in the NFL.
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