Sunday September 24, 2023
The Best Employers in Sports Survey is Now Open!

Fanatics Strikes Merchandising Deal with LA28, Team USA

  • Fanatics has entered a merchandise licensing and retail deal with LA28.
  • Financial terms of the deal weren't disclosed.
Front Office Sports Today

How Rupert Murdoch Changed Sports Media Forever

As he steps down as chair of Fox and News Corp., we discuss his monumental and ongoing impact.
Listen Now
September 22, 2023 | Podcast
Copy Link
Link Copied
Link Copied

Fanatics is expanding its retail presence in sports — via the Olympic Games.

The digital sports platform has entered a merchandise licensing and retail agreement with LA28, the 2028 Summer Games’ organizing committee, and Team USA. Financial terms of the deal weren’t disclosed.

  • The deal gives Fanatics the right to operate in-venue retail locations during and around the Games. It will also outfit LA28 volunteers during the Games.
  • Fanatics previously handled online merchandise for Team USA.

Fanatics, which hit a $27 billion valuation earlier this year, joins Nike and Ralph Lauren Corp. as Team USA apparel partners. Nike, whose deal could reportedly be worth as much as $200 million, provides on-field gear, and Ralph Lauren outfits athletes for ceremonies.

Last October, Fanatics and the International Olympic Committee announced plans to build the first-ever permanent e-commerce platform for the Olympics Games up to 2028.

Deal After Deal

Earlier this week, Fanatics signed a 10-year deal with MLB’s Baltimore Orioles to oversee the team’s retail locations at Oriole Park, marking Fanatics’ fifth MLB team with full in-venue services. The platform will also open a new East Coast distribution center in Maryland.

This year alone, Fanatics has entered a long-term, exclusive deal with Nike to manufacture college sports apparel, acquired Topps trading cards for $500 million, and negotiated NCAA sports licensing agreements to build a network of more than 100 universities.

Fanatics claims it serves “over 900 leading sports properties.”

Copy Link
Link Copied
Link Copied

What to Read


NHL’s Chris Foster on Amplifying Content Distribution With Automation

Learn how the NHL is using WSC Sports to increase fan engagement.
Fanatics is buying auction marketplace PWCC.

Fanatics Nabbing WWE Rights In Latest Win Over Panini

Fanatics will take over WWE's trading card rights.

How Daktronics Helps Elite Athletic Programs Secure Top Talent

How colleges are utilizing Daktronics' displays to elevate recruiting.

WBD Pursues ‘Different’ Strategy For Sports on Max

Company to place all of its live sports on new streaming tier
podcast thumbnail mobile
Front Office Sports Today

How Rupert Murdoch Changed Sports Media Forever


Featured Today

Deion Sanders with The Rock on ESPN's "College GameDay."

Deion Sanders Generated $45M In Earned Media For Colorado

From Sept.1-22, Sanders generated $45.7M for the public university.
September 23, 2023

Up Next For College Football Playoffs: More Change, Money, And ... Streaming?

Many changes are coming to the CFP when it expands to 12 teams.
September 22, 2023

Warriors Stake Reportedly Up For Sale at $7B Valuation

A 10% stake in the franchise could cost $700 million.
September 22, 2023

Jaguars Threaten Move Without $1B From Jacksonville Taxpayers

The Jagaurs are hoping to renovate TIAA Bank Field for $2 billion.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Chicago Cubs
New York
Tri Star Sports and Entertainment Group, Inc.
USA - Multiple Locations

NFLPA's Abrupt Panini Move Fuels Fanatics' Meteoric Rise

Fanatics was recently valued at $31 billion, with investment from the NFL.
August 16, 2023

Starter Is Cool Again, And Aims for Revival with New Sports Deals

Influential brand from the 1990s readies large-scale comeback
August 3, 2023

Panini Files Antitrust Suit Against Fanatics as Collectible Wars Heat Up

Collectibles company claims rival is violating federal law
Fanatics Live will stream live on-location card “breaks” from athletes and celebrities.
July 28, 2023

Fanatics Furthers Push Into Content With New Live Shopping App

Allen Iverson will appear today in a Fanatics Live card break.
Puma headquarters in Herzogenaurach, Germany
July 26, 2023

Puma Reports Strong Sales But Still Lagging In U.S.

Puma saw sales increase by 11% despite a slow U.S. market.
July 5, 2023

Saudi Arabia Eyeing Multibillion-Dollar Sports Investment Entity

Saudi Arabia is exploring a new sports investment company.
Omaha expects its upgraded complex to bring $78 million per year in visitor spending.
June 26, 2023

Omaha Invests $54 Million to Become National Youth Sports Destination

The revamped multi-sport complex will span roughly 30 fields.
June 23, 2023

Lululemon Desperately Wants Out Of Struggling Connected Fitness Space

Lululemon is attempting to sell Mirror for far less than its $500 million purchase price.