NFL, Fanatics Expand,, Enhance Exclusive Retail Alliance, Adding Draft, Super Bowl
Wednesday, April 22, 2026 at 04:25PM By Barry Janoff
April 22, 2026: On the eve of the 2026 NFL Draft, the league has signedan exclusive multi-year partnership under which Fanatics will expand its role to become the official on-site retail partner at all NFL marquee global events.
That includes the Draft in Pittsburgh (April 23-25), Super Bowl, NFL Kickoff, NFL International Games, NFL Flag Championships, NFL Scouting Combine and Pro Bowl Games.
The league said this "new, comprehensive pact" marks the first time that Fanatics will partner with the NFL to execute the league’s official on-location retail at the Super Bowl — beginning with Super Bowl LXI this February in SoFi Stadium — and NFL Draft. Over the past decade, Fanatics has operated on-site retail for the NFL’s International Games as the league has grown its global schedule.
This partnership also already includes Fanatics serving as the league’s official e-commerce partner.
Financial terms of the expanded alliance were not shared.
“As the NFL has grown into a year-round, global event leader, Fanatics has established itself as the perfect partner to meet consumer demand for the best merchandise possible,” Casey Collins, NFL svp-consumer products and licensing, said via the league.
“We look forward to working in lockstep with Fanatics to deliver every fan a world-class retail experience during the league’s biggest moments.”
As the league’s official event retail operator, Fanatics will manage NFL Shop retail operations end-to-end both at stadiums and at surrounding host city locations, including the annual Super Bowl Experience and Draft Experience.
Fanatics said it would also introduce "several creative measures to build a more cohesive retail footprint throughout the host cities and across game weekends."
“We look forward to working in lockstep with Fanatics to deliver every fan a world-class retail experience during the league’s biggest moments.”
People visiting the NFL Draft this week will have the opportunity to shop at more than ten on-site retail outlets — ranging from a superstore tent to trailers to in-stadium kiosks — all conveniently located throughout the North Shore, including Acrisure Stadium and Point State Park.
“Fanatics and the NFL have built a truly collaborative, cross-functional business together, and this partnership is a testament to that growth and a look to the future,” Gary Gertzog, Fanatics president of business affairs, said via the company.
“The league is reaching more fans across more countries each year, and we believe that our global scale and expertise in merchandising and retail operations set us up perfectly to super-serve the fan experience across these coveted, marquee sports moments.”
As the league’s official e-commerce partner, Fanatics designs, manufactures and distributes a wide array of NFL and Fanatics co-branded merchandise, and operates e-commerce for 29 NFL teams, including in-venue retail for 16 teams.
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