Fan Experience

Fanatics to operate M&T Bank Stadium retail stores

Featured image credit: Austin Kirk: (CC By 2.0) – cropped for size

Fanatics has expanded a partnership with the Baltimore Ravens that will allow the licensed sports merchandise provider to operate a full suite of retail outlets at the NFL American football franchise’s M&T Bank Stadium.

Under the agreement, the Ravens’ first year-round retail store will open at the venue next year.

As the Ravens’ omnichannel retail partner, Fanatics also will continue to support the franchise’s online and mobile e-commerce – a responsibility it has had since 2013.

“The expanded partnership with Fanatics launches our retail experience to new heights,” said Ravens vice-president of retail and F&B operations Chris Inouye. “A proven industry leader, Fanatics has routinely provided a cutting-edge approach in the sports apparel market. Highlighted by M&T Bank Stadium’s first-ever year-round retail store, which will debut in 2025, our full-scale collaboration with Fanatics allows fans to connect with the Ravens and display team pride like never before.”

Fanatics added that, as part of significant stadium upgrades that the franchise recently announced, the deal includes “a significant capital investment to enhance and innovate the overall retail footprint in and around M&T Bank Stadium for fans shopping on gamedays and beyond”.

“It’s an incredibly exciting time for the Baltimore Ravens, both on and off the field, and Fanatics is thrilled to expand our partnership together,” said Ed O’Brien, Fanatics senior vice-president of business development. “We are proud to be an integral part of the team’s vision to heighten the year-long fan experience at M&T Bank Stadium and are committed to creating a world-class omnichannel retail model that grows with the city and team over time.” 

In 2023, Fanatics opened a new state-of-the-art east coast distribution centre in nearby Aberdeen, and its proximity to the stadium will ensure rapid replenishment of inventory across the retail stores, as well as faster deliveries of online orders to local fans.

Fanatics is the NFL’s official e-commerce partner and now has direct e-commerce partnerships with 28 NFL franchises. Fanatics operates e-commerce and in-venue retail businesses for exactly half of those teams.

In April, the Ravens confirmed plans to install more than 100 field-level seats as part of its long-term project to enhance the gameday offering at M&T Bank Stadium.

This announcement followed the unveiling in 2023 of ‘The Next Evolution’ – a roadmap to enhance the Ravens’ home stadium experience over a three-year period.

The stadium’s exterior plaza areas will undergo substantial development work, with every level of the venue set to be renovated.

The project was unveiled after the Ravens extended a lease deal to continue playing at M&T Bank Stadium for at least the next 15 seasons, until 2037. The Ravens also recently appointed catering company Levy as its official food, beverage and hospitality partner from next season.