Minnesota Vikings And Fanatics Lock Up Exclusive 10-Year Omnichannel Merchandise Partnership
March 31, 2022
The Minnesota Vikings and Fanatics, a leading provider of licensed sports merchandise and global digital sports platform, today announced an exclusive, 10-year omnichannel merchandise and retail partnership to create a new, best-in-class shopping experience for Vikings fans worldwide. As a part of the new deal, Fanatics will assume operations of the organization’s e-commerce, mobile and physical retail efforts.
The team’s new online shopping destination, shop.vikings.com, is now live and powered by Fanatics’ in-house developed Cloud Commerce Platform (CCP). The rapid, state-of-the-art online shopping platform is optimized for fans browsing desktop, tablet, or phone, and features hi-res product landing pages and displays, expanded payment options at checkout, and real-time access to the latest high-quality Vikings products across all categories.
“As the leader in licensed sports merchandise, with a strong track record in the NFL, Fanatics will provide Vikings fans with an enhanced fan experience both online and in team stores,” said Vikings Chief Marketing Officer Martin Nance. “Fans will see a deeper selection, increased availability and the most up-to-date trends in all Vikings gear whether shopping online, at the game or at additional store locations.”
A key aspect of the new partnership is Fanatics’ commitment to significantly invest in the renovation of all three Vikings Locker Room team store locations. Stores at U.S. Bank Stadium, the Viking Lakes campus in Eagan, and the Mall of America will receive fresh upgrades to create an elevated and connected experience for fans. The integration of online and brick-and-mortar locations will create a mirrored shopping experience with the ability to seamlessly shift inventory and remain readily in stock with products wherever fans choose to shop.
“The Minnesota Vikings are one of the NFL’s historic franchises with an incredibly passionate fanbase, and Fanatics is thrilled become the official omnichannel merchandise partner of the team,” said Ed O’Brien, Fanatics SVP of Business Development and Strategy. “We’ve worked closely with the team to create a comprehensive retail offering that will provide fans everywhere with the widest assortment of on-trend, quality merchandise regardless of shopping online, on phones, at the game or at additional team stores around the Twin Cities.”
Through Fanatics’ widespread manufacturing capabilities – including designing, manufacturing, and distributing all Nike NFL fan apparel sold at retail – and leading catalogue of officially licensed merchandise, Vikings fans everywhere will now be able to shop the widest assortment of team products ever available, including jerseys, headwear, hardgoods and lifestyle items. Products will be available across hundreds of officially licensed brands, such as Fanatics, Nike, Mitchell & Ness, New Era, WinCraft, WEAR by Erin Andrews and the NFL x Darius Rucker Collection by Fanatics.
Fanatics is the NFL’s official e-commerce partner and has separate e-commerce deals with 27 NFL teams. The Vikings will become the company’s 10th omnichannel merchandise partner.