Cincinnati Bengals and Fanatics Expand Partnership to add Stadium Retail Operations Enhancing Shopping Experience for Fans
Deal builds on initial e-commerce partnership signed in 2016
Fanatics will revitalize the retail footprint at Paycor Stadium, highlighted by renovated 11,000-plus sq ft primary team store ahead of 2026 NFL season
Today, the Cincinnati Bengals and Fanatics announced a significant, long-term expansion of their partnership, which sees Fanatics now become the team’s stadium retail business provider operating all shopping destinations within Paycor Stadium. The Bengals and Fanatics have been partners since 2016, when Fanatics began operating the Bengals online retail shop, shop.bengals.com.
“This enhanced partnership provides a more holistic relationship with Fanatics that aligns with the Bengals’ goal of partnering with best-in-class companies,” said Duane Haring, Bengals Director of Stadium and Event Operations. “Fanatics’ scale and expertise in the merchandise space give the Bengals more ability to offer great products and a retail experience that establishes the Bengals Pro Shop as a premier NFL flagship store and the best place to shop for Bengals gear in town.”
Under Fanatics’ management, Bengals fans will gain access to a deeper, best-in-class assortment of team and player merchandise including exclusive and expanded offerings of jerseys, headwear, hardgoods and more from leading brands such as Fanatics, Nike, New Era, WinCraft, Mitchell & Ness, Ohio-based Homage and others. For the first time, fans can now customize jerseys to be pressed in-store on the same day. In addition, Fanatics will ensure fans do not miss the action on the field via its new RFID technology, which cuts checkout times in half and creates a quick, efficient shopping experience. Fanatics will also utilize the team’s local NFL licenses to curate collections unique to the Bengals that celebrate both the City of Cincinnati and the Bengals’ passionate fan base.
As a part of the deal, Fanatics will make a significant investment to revolutionize the retail experience on gamedays. Ahead of the 2026 NFL season, Bengals fans can expect a renovated 11,000-plus square ft. in-venue primary team store, with a design that authentically showcases Cincinnati and the team. The tech-enriched store will also feature digital panels and LED screens throughout to broadcast live games and exclusive team content, creating an engaging, dynamic experience that extends beyond traditional shopping.
“The Cincinnati Bengals have been an exceptional partner to Fanatics for nearly a decade and we’re thrilled to deepen our working relationship together,” said Ed O’Brien, Fanatics SVP of Business Development. “Our shared vision is to create a retail experience that matches the energy and excitement Bengals fans bring to every game and ensure that everyone – from the longtime season ticket holders to the youngest members of Who Dey Nation – can find the perfect way to showcase their team spirit and pride on gamedays and every day.”
Fanatics is the NFL’s official e-commerce partner and operates the online shopping platforms for 28 clubs. With this expanded partnership, the Bengals become Fanatics’ 16th NFL team for which the company provides comprehensive omnichannel retail services, powering both e-commerce and in-venue shopping experiences.