Licensed sports merchandise business Fanatics has agreed a multi-year, omni-channel retail partnership with BSE Global, the company that owns New York’s Barclays Center.

Under the deal, Fanatics will become the official e-commerce and physical retail partner of National Basketball Association (NBA) team the Brooklyn Nets and Women’s National Basketball Association (WNBA) franchise the New York Liberty, both of which play at the venue.

Fanatics will power online and in-person shopping experiences at Barclays Center, with both teams’ online stores set to feature a wider range of merchandise.

The deal will also see Fanatics take over all physical retail sites at Barclays Center, including the renovated Brooklyn Fanatics store.

In addition, BSE Global will have access to Fanatics’ platform to sell inventory, while Fanatics will collaborate with both franchises on team and city-centric merchandising strategies.

“Brooklyn’s basketball fans are both passionate and fashion-forward, and we’re excited to collaborate with BSE Global to elevate the overall shopping experience and selection of relevant products to continue building two incredible sports brands – the Nets and the Liberty,” Fanatics’ senior vice president of business development, Ed O’Brien, said.

BSE Global chief commercial officer Michael Wandell added: “Our teams’ ability to transcend the court and permeate culture through music, art and fashion is what differentiates us as a brand. 

“In Fanatics we’ve found a partner that can match our momentum and fuel global growth through our apparel business and retail experience. We look forward to evolving our product mix together with a unique eye towards balancing hyper-local, community-driven concepts with the global sensibilities that define our fanbase.”

Image: Brooklyn Nets