The National Football League (NFL) side, Baltimore Ravens have inked a long-term extension and expansion agreement with Fanatics, a global leader in sports merchandise.
As part of the deal, Fanatics will continue to remain the team’s comprehensive omnichannel retail partner.
Under the terms of the new agreement, Fanatics will continue to run the entire array of retail touchpoints at M&T Bank Stadium in addition to continuing to power the Ravens’ online and mobile e-commerce, which it has done since 2013.
Ravens’ Vice-President of retail and F&B operations, Chris Inouye, said, “The expanded partnership with Fanatics launches our retail experience to new heights. A proven industry leader, Fanatics has routinely provided a cutting-edge approach in the sports apparel market. Highlighted by M&T Bank Stadium’s first-ever year-round retail store, which will debut in 2025, our full-scale collaboration with Fanatics allows fans to connect with the Ravens and display team pride like never before.”
As part of the considerable stadium enhancements, a key component of this new agreement is a large financial commitment to improve and innovate the total retail footprint in and around M&T Bank Stadium for fans shopping on game days and beyond. Fanatics is going to employ its unparalleled fan apparel assortment and on-demand production capacity to maintain all retail channels stocked with the latest designs and products from top brands and local licensees, curating Ravens-specific collections that celebrate both Baltimore’s culture and the fan base’s passion for the team.
Ed O’Brien, Fanatics SVP of Business Development, said, “It’s an incredibly exciting time for the Baltimore Ravens, both on and off the field, and Fanatics is thrilled to expand our partnership together. We are proud to be an integral part of the team’s vision to heighten the year-long fan experience at M&T Bank Stadium and are committed to creating a world-class omnichannel retail model that grows with the city and team over time.”
In 2023, Fanatics established a new innovative East Coast distribution centre in nearby Aberdeen, Maryland, which enabled timely restocking of inventory across team shops and speedier delivery of online purchases to local fans.
Fanatics is the NFL’s official e-commerce partner, and it now has direct e-commerce agreements with 28 NFL teams. The Ravens are Fanatics’ 14th NFL collaborator, for whom the firm runs both its e-commerce and in-venue retail operations.