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Design & Development

Titans unveils retail plans for new stadium amid new Fanatics deal

A rendering of the new Nissan Stadium

Featured image credit: MANICA Architecture

The Tennessee Titans has selected Fanatics as its official end-to-end omnichannel retail partner in a deal that covers the NFL team’s current and under-construction stadiums.

Under the new deal, Fanatics assumes operations of the full suite of on-site merchandise and fan gear touchpoints at Nissan Stadium, and launches a new, advanced e-commerce platform for the team. The partnership will also extend to the new $2.1bn Nissan Stadium slated for completion in 2027.

As a part of the partnership, Fanatics will make a significant capital investment to upgrade the team’s in-venue shopping footprint, including its stores, kiosks, and other additional retail touchpoints, to create a new and improved shopping experience for fans in and around the current Nissan Stadium.

Retail plans at the new Nissan Stadium unveiled

Fanatics will also play a key role in the design and build out of the retail footprint inside the new 60,000-capacity Nissan Stadium. The main store will feature approximately 14,000 square feet of retail space spanning two levels. Fans also can look forward to shopping in satellite stores throughout the concourses of the new building.

“We are always looking for new ways to take the Titans fan experience to the next level, and access to the most unique and exciting gear is a big part of that,” said Adam Nuse, Titans chief revenue officer.

“Whether it’s in the stands of Nissan Stadium on Sunday or around Nashville’s great neighbourhoods, we love seeing our fans decked out in their two-tone blue. This partnership with Fanatics will offer the best retail experience and widest variety of options for many seasons to come.”

Titans merchandise is also available online to fans at the official Titansteamstore site, which will serve as the new online shopping destination for official Titans gear.

Fanatics is the NFL’s official e-commerce partner and holds online and mobile commerce relationships with 28 NFL clubs.

“Fanatics is thrilled to partner with the Tennessee Titans at such an exciting time for the franchise and its fanbase,” said Ed O’Brien, Fanatics SVP of business development.

“Through our robust assortment offering, retail operations expertise, and vast distribution and fulfilment infrastructure, Fanatics is uniquely positioned to provide Titans fans everywhere with an unrivalled shopping experience featuring premium merchandise for all members of the family, both on gameday and beyond.”

The 1.8 million square-foot New Nissan Stadium will feature a circular-shaped, high-tech ETFE translucent roof and sightlines to the field 38% closer than the current stadium. Exterior terraces and porches will provide panoramic views of the city and serve as a social space during event and non-event days. The facility will also feature a 12,000 square foot community space available for use year round.