Fanatics to deliver in-venue retail experiences at Los Angeles 2028

Licensed sports merchandise business Fanatics has signed a wide-ranging agreement with organisers of the Los Angeles 2028 Olympic and Paralympic Games, while it has also agreed a 10-year partnership with Major League Baseball’s Baltimore Orioles.

As part of its agreement with the LA28 organising committee, Fanatics will operate retail spaces at Games venues and other locations across Los Angeles, while continuing to power the online retail platform for the events.

Physical retail spaces will be opened at many Games venues and stadiums, with multiple touchpoints and experiences at each. Fanatics will also outfit the tens of thousands of Games volunteers.

Fanatics will supply an expansive range of Games merchandise to fans, including apparel, hard goods, memorabilia, collectibles and “real-time on-demand” products. LA28 said the long-term agreement will shape the Games’ retail strategy by identifying new ways to reach customers, developing new product lines and customising the fan retail experience.

Peter Zeytoonjian, senior vice-president of consumer products for US Olympic and Paralympic properties, said: “With the Games coming to Los Angeles in 2028, there’s never been a more exciting time in the US Olympic and Paralympic movement.

“Fans want to be part of the Games every step of the way and, as the industry leader, Fanatics is the perfect creative force to bring that journey to life through products and retail. They’ll bring continuous freshness to the market for fans while rapidly advancing retail technology to give consumers seamless, tailored experiences.”

Meanwhile, Fanatics’ agreement with the Orioles names the company as the official end-to-end omnichannel retail partner of the team from next year.

Fanatics already powers the Orioles’ official e-commerce destination through its relationship with MLB, and the new deal will see it take on operations of all in-venue retail locations at Oriole Park at Camden Yards.

As part of the deal, Fanatics will work with the Orioles to significantly invest in the team’s overall stadium retail footprint and enhance the fan experience on game days and beyond.

Later this year, Fanatics will open a new east coast distribution centre in nearby Aberdeen, Maryland, which will look to ensure rapid replenishment of inventory across team stores. The Orioles are the fifth MLB club that Fanatics operates the full suite of in-venue retail services for.

T.J. Brightman, the Orioles’ senior vice-president and chief revenue officer, said: “We are thrilled about our new alignment with Fanatics to bring a more expansive and diverse inventory of the top brands that our fans will love when visiting Oriole Park. There is nothing more important to us than the fan experience, and we truly believe this long-term partnership will only enhance that.”

Image: BP Miller on Unsplash