Detroit Lions and Fanatics Expand Partnership to Create First-Class Omnichannel Shopping Experience for Fans

Detroit, Michigan – Today, the Detroit Lions and Fanatics, a leading provider of licensed sporting goods and global digital sports platforms, announced a multi-year extension and expansion of their existing e-commerce partnership, which will now see the company become the team’s end-to-end solution. -final omnichannel retail partner. Under the new agreement, Fanatics will assume operations for the full line of on-site fan merchandise and gear stores at Ford Field, while continuing to power the Lions’ online and mobile commerce business. Fanatics has been the Lions e-commerce partner since 2015.

A centerpiece of this new partnership is Fanatics’ significant investment to reimagine the on-site retail experience for fans on game day and beyond, highlighted by Lions Supply, an all-new retail store. team inside Ford Field. Scheduled to open during the upcoming NFL season, this state-of-the-art destination spanning over 6,000 square feet of retail space, nearly twice the size of the former location, is designed to optimize fans’ shopping experience with modern merchandise displays and increased point-of-sale options. A new feature of the store will be fan access inside and outside the stadium, with an entrance on Brush Street. In addition to Lions game days, Lions Supply will be open Monday through Friday from 10:00 a.m. to 5:00 p.m. and Saturday before home games from 10:00 a.m. to 5:00 p.m. Lions Supply will open for the first time in the Detroit Lions’ home opener on Sept. 11 when they host the Philadelphia Eagles at Ford Field.

“We’re thrilled to partner with Fanatics for an all-new retail experience that’s double the size of our former team store at Ford Field,” said Kelly Kozole, senior vice president of revenue. “Lions Supply is a key part of our ongoing commitment to creating an amazing experience for our loyal Lions fans.”

Inspired by Detroit, Lions Supply’s aesthetic was designed to celebrate the city’s rich history, drawing inspiration from its local culture, including elements of the automotive industry, iconic landmarks, art and more Again. The groundbreaking on-site store will feature expanded offerings for women and kids, a fan customization area, a headwear wall and designated shops in the retail space for brands such as Fanatics, Nike and Mitchell & Ness.

The combination of online and physical retail operations by Fanatics creates an unprecedented assortment of Lions merchandise – including jerseys, headgear, material goods, memorabilia and more. Merchandise will be available from hundreds of officially licensed brands including Fanatics, Nike, Mitchell & Ness, New Era, WinCraft, WEAR by Erin Andrews and Fanatics’ NFL x Darius Rucker collection.

“Over the years, the Detroit Lions have been a valued partner to Fanatics, and we’re excited to expand our relationship to create a truly unparalleled merchandise experience for passionate Lions fans,” said Ed O’Brien, Senior Vice President of Business Development at Fanatics. “The opening of the new Lions Supply team store is one of the most ambitious projects we have undertaken, and we can’t wait to see the reaction from the fans on game day and beyond.”

Fanatics is the official e-commerce partner of the NFL and maintains online and mobile business relationships with 27 NFL clubs. Lions becomes the company’s 11th omnichannel retail and merchandise partner for which Fanatics operates both e-commerce and on-premises shopping.

Charles P. Patton