Online sports retailer Fanatics has been selected by AMB Sports and Entertainment to run merchandise sales at Mercedes-Benz Stadium, the future home of the Atlanta Falcons NFL American football team.
The long-term deal names Fanatics as the official multi-channel retail partner of AMB Sports and Entertainment, which operates the stadium, the Falcons and Major League Soccer expansion franchise Atlanta United, which will also play at the ground.
Fanatics will oversee all retail operations for events at the 70,000-capacity Mercedes-Benz Stadium, which is scheduled to open next summer.
Fanatics will run a two-story, 9,000-square-foot store that will be built on the stadium’s east side, while it will also have responsibility for e-commerce operations for the Falcons and United.
Fanatics recently began operating the Falcons’ official online store. The company is also running United’s online store through its official partnership with MLS.
“Through the official online team store, we now offer a huge variety of products, including one-of-a-kind t-shirts, jerseys and apparel not sold anywhere else,” Mike Gomes, senior vice-president of fan experience for AMB Sports and Entertainment, said.“The expertise of Fanatics in operating team stores and physical retail locations ensures we have a best-in-class experience for our fans on game days.”
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