MLS and Fanatics announce new long-term global partnership
November 6, 2017
Major League Soccer (MLS) and Fanatics have today announced a long-term global agreement, which will begin in 2019.
In addition to extending the long-standing ecommerce relationship between the two organisations, the multi-channel deal is highlighted by Fanatics gaining worldwide rights to exclusively produce MLS fan gear apparel, headwear and hard goods across all retail and wholesale channels.
Fanatics, who recently acquired leading apparel brand Majestic, is set to use its agile supply chain and vertical manufacturing model to activate new MLS licensing rights across a wide array of categories the company specialises in.
Under the new agreement, Fanatics and MLS will also work together to identify and secure additional companies to grow the overall assortment of high quality products available to fans worldwide.
Kathy Carter, President of Soccer United Marketing, MLS’ commercial arm, said: “Fanatics has been a strong digital commerce partner of the League and our Clubs and we are looking forward to expanding our partnership and capitalizing on their expertise in licensed sports merchandising.
“We will be working closely with the Fanatics team to substantially expand our fanwear product assortments across all MLS Clubs, starting with the expanded categories that the Fanatics and Majestic brands will be bringing to the market.”
Gary Gertzog, Fanatics President of Business Affairs, added: “MLS fans are some of the most passionate and tech-savvy across the entire sports landscape, and we are excited to expand our partnership with this rapidly growing league to provide a significantly enhanced multichannel assortment of unique and timely products from both our Fanatics and Majestic brands as well as other top companies worldwide.
“Our philosophy of faster speed-to-market of merchandise will ensure fans can celebrate the players and teams they love in real-time, including special items for championship moments, record-breaking feats and breakthrough performances.”
The new agreement complements MLS’ existing partnership with Adidas – the official sponsor for the League, its clubs, MLS youth academies and youth affiliated clubs – for all products worn on the field by MLS athletes and technical staff.