Fanatics and NFL Announce Long-Term Retail Partnership Focused on Enhancing the Fan Experience Across the League’s Global Marquee Events
Expanded partnership will cover the League’s official on-site retail operations at tentpole events beginning with the 2026 NFL Draft and will include Super Bowl, NFL Kickoff, NFL International Games, NFL Flag Championships, NFL Scouting Combine and Pro Bowl Games
Fanatics’ NFL Draft retail footprint will span more than 10 locations throughout the Draft Experience
Today, Fanatics and the National Football League (NFL) announced an exclusive multi-year partnership under which the global sports platform will serve as the NFL’s new, official on-site retail partner at the League’s roster of marquee global events, including the upcoming 2026 NFL Draft, Super Bowl, NFL Kickoff, NFL International Games, NFL Flag Championships, NFL Scouting Combine and Pro Bowl Games. The 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 and NFL Draft. Over the past decade, Fanatics has operated on-site retail for the NFL’s International Games as the League has steadily grown its global schedule.
This expanded partnership taps into Fanatics’ merchandising and operational capabilities to deliver a premium shopping experience for millions of NFL fans at the League's global tentpole events. 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 will also introduce several new creative measures to build a more cohesive retail footprint throughout the host cities and across game weekends. Fans attending the upcoming NFL Draft in Pittsburgh from April 23-25 will have the opportunity to shop at more than 10 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.
“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,” said Casey Collins, NFL Senior Vice President of Consumer Products and Licensing. “We look forward to working in lockstep with Fanatics to deliver every fan a world-class retail experience during the League’s biggest moments.”
“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,” said Gary Gertzog, Fanatics President of Business Affairs. “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.”
This partnership significantly expands Fanatics’ relationship with the NFL, which already includes serving as the League’s official e-commerce partner, designing, manufacturing and distributing a wide array of NFL and Fanatics co-branded merchandise, and operating e-commerce for 29 NFL teams, including in-venue retail for 16 teams. Together, the NFL and Fanatics will introduce new retail concepts that leverage new technology and innovative products to deliver an unparalleled fan experience at the NFL’s major events around the world.