The San Francisco Giants Major League Baseball team has extended and expanded its partnership with licensed sports merchandise business Fanatics.
As part of the new 10-year deal, Fanatics will assume operations of the Giants’ full suite of physical retail touchpoints throughout Oracle Park.
The agreement builds on an initial deal between the two parties signed in 2019, when Fanatics became the sole operator of the Giants Dugout Store at Oracle Park. From the 2023 MLB season, Giants retail operations will be completely unified in a move designed to create a wider, consistent merchandise assortment and “best-in-class” shopping experience for fans.
For the duration of the new deal, Fanatics has pledged a significant capital investment to enhance and innovate the stadium’s overall retail footprint to create an elevated experience on game days and beyond. Over the next two years, Fanatics and the Giants will focus on a makeover of the main flagship store and the optimisation of other retail locations inside Oracle Park.
Mario Alioto, executive vice-president of business operations for the Giants, said: “The Giants have been proud to partner with Fanatics to offer our fans a satisfying and quality shopping experience both in our Giants Dugout Stores and online. By expanding our partnership and bringing Fanatics’ expertise into the ballpark, fans will now be provided a consistent experience no matter where they shop.”
Ed O’Brien, senior vice-president of business development at Fanatics Commerce, added: “The San Francisco Giants are a storied MLB franchise and a valued partner to Fanatics, and we’re incredibly excited to expand our working relationship together. We’ve achieved tremendous success since first partnering together in 2019 and look forward to creating a more unified and enjoyable shopping experience for fans moving forward.”