The Cleveland Browns has appointed Fanatics as its end-to-end omnichannel retail partner at FirstEnergy Stadium.
The deal builds on a long-standing deal covering online and mobile shopping, which has been in place between the National Football League (NFL) team and sports merchandise platform since 2014.
Fanatics will now operate the full suite of physical retail outlets throughout FirstEnergy Stadium on gamedays and beyond. The group will make a significant capital investment to redesign and optimise the team’s in-venue shopping footprint through the partnership expansion ahead of the 2023 NFL season.
Brent Rossi, senior vice-president of marketing and media at the Browns, said: “Fanatics has been an incredible partner and has offered Browns fans an extensive collection of merchandise since we started working together nearly 10 years ago, and we know they will bring that same high level of product quality and customer service to FirstEnergy Stadium.
“Browns fans will benefit from Fanatics’ overall approach to in-venue retail sales at the stadium on gamedays and throughout the year, including through an investment to refresh the Pro Shop and a shared experience during in-person and online shopping.”
Fanatics said the combined e-commerce and in-venue retail efforts will create an amplified shopping experience. Fans will have access to an expanded variety of team merchandise, with an emphasis on core products like jerseys and headwear.
FanCash, Fanatics’ loyalty programme which customers accrue with each transaction, will also be integrated into the partnership, allowing fans to earn and redeem both in-venue or online.
Ed O’Brien, Fanatics’ senior vice-president of business development, said: “Based off our combined success delivering Browns fans an unrivalled e-commerce experience, Fanatics is incredibly excited to expand our relationship to now include their official in-venue retail stores.
“We look forward to collaborating with the Browns to create an elevated shopping experience throughout FirstEnergy Stadium, which not only adds to the incredible experience for fans on gamedays, but also allows the team to tap into additional Fanatics resources to tell their brand story.”
Fanatics is the NFL’s official e-commerce partner and has direct e-commerce partnerships with 27 NFL clubs. The Browns is the group’s 12th NFL partner for which Fanatics operates both its e-commerce and in-venue retail businesses.