Industry News

LAFC bolsters in-stadium retail offering with Fanatics

Major League Soccer (MLS) franchise Los Angeles Football Club (LAFC) has entered into a partnership with sports merchandise specialist Fanatics in an effort to enhance the retail offering at its Banc of California Stadium.

Under the agreement, Fanatics will serve as the official in-venue retail provider at the facility, as well as power e-commerce for the team through its multi-year deal as the operator of the official league online shop.

Fanatics will open a new store at the northwest plaza entrance at the Banc of California Stadium, while the firm will also introduce kiosks in the concourse throughout the venue.

The company will produce LAFC-branded fan gear, headwear and hard goods across all retail and wholesale channels, which are available to fans online, via mobile and at the stadium.

In addition, supporters will have the opportunity to purchase real-time items to celebrate team milestones, individual player achievements and record-breaking performances.

Tom Penn, president and co-owner of LAFC, said. “Our partnership with a global leader like Fanatics allows us to provide our fans and supporters with a best-in-class retail experience at Banc of California Stadium or online.”

The deal comes after LAFC set a new MLS record for opening weekend expansion team merchandise sales from February 24-25, when kits and other items were available to buy at the team’s pop-up store in downtown Los Angeles and online.

Cole Gahagan, chief commercial officer at Fanatics, added: “LAFC is one of the sports world’s most exciting new franchises, and we couldn’t be more thrilled to begin a long-term omni-channel partnership with them as they kick off  their debut season.

“As a new team in a sports-rich city like Los Angeles, we know how important it is to give fans a robust assortment of high quality products across retail channels and we look forward to supporting that fanbase for years to come.”

Image: LAFC