Could Promotion-Relegation work in College Football?
Fanatics has entered a long-term, exclusive deal with Nike to manufacture college sports apparel.
The Fanatics College division already has deals with most Nike-sponsored schools, but will now collaborate with Nike itself. Fanatics Commerce CEO Doug Mack says the company plans “to maximize the value of Nike’s college partnerships by creating faster speed-to-market of fan gear.”
Financial terms weren’t disclosed. Manufacturing is reportedly set to begin in Summer 2024.
- Fanatics, which has a $27 billion valuation, will make Nike-branded replica jerseys, fan apparel, sideline apparel, headwear, and other items.
- Nike will continue to focus on in-game player products. The Swoosh is also extending its licensing relationship with collegiate partner Branded Custom Sportswear.
Nike reportedly outfitted a record 48 teams in the most recent NCAA basketball tournament and outfits more than half of Division I football programs.
The deal with Fanatics will reportedly include Clemson, Georgia, Ohio State, Oklahoma, Oregon, and Penn State, among others — all currently Nike schools — and focus on the growth of women’s apparel. Fanatics already manufactures NFL and MLB Nike fan apparel.
Nike reported $12.23 billion in fourth-quarter revenue last month.
Further Expansion
After acquiring Topps trading cards for $500 million in January, Fanatics negotiated NCAA sports cards licensing agreements to build a network of more than 100 universities.
Fanatics also struck a deal with OneTeam Partners to produce customizable college player jerseys and has deals with more than 200 student-athletes.
