New Lions store, self-service beer at Ford Field

This season, Detroit Lions fans will have more opportunities to purchase merchandise and season ticket holders will have a new hangout at Ford Field – complete with self-serve beer – thanks to an agreement with Fanatics Inc. .

The Jacksonville, Fla.-based sports retailer and the NFL franchise are teaming up to open a new 6,000 square foot merchandise store at Ford Field for the upcoming season, the Lions announced Thursday.

The store, called Lions Supply, is the centerpiece of a new multi-year extension of an agreement with Fanatics, which manages the team’s online sales and will operate the store, according to a press release.

The terms of the contract are not disclosed. The Lions declined to say how much money was invested in building the store.

“Lions Supply is a key part of our ongoing commitment to creating an incredible experience for our loyal Lions fans,” Kelly Kozole, senior vice president of revenue for Lions, said in the statement.

Lions Supply will occupy the space of a storage area, and there will be access from inside the stadium and from outside with an entrance on Brush Street. It will be almost twice the size of Stadium Collection, with more jerseys, apparel and accessories from brands such as Fanatics, Nike and Mitchell & Ness.

Charles P. Patton