The National Football League has partnered with Fanatics and Nike on a 10-year deal that grants Fanatics the exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products.
Nike had previously manufactured the merchandise itself but beginning with the 2020 season, Fanatics will take on the manufacturing responsibilities for all fan gear. The sporting goods brand will continue to manufacture the uniforms that the players will wear.
The jerseys, sideline apparel and fan gear will be sold through Fanatics’ retail outlets, which include NFLShop.com, NFL clubs and brick-and-mortar stores. It will also be sold at Nike stores and on its web site.
Nike recently extended its deal to remain the exclusive on-field supplier for uniforms, base layer and sideline apparel for all 32 NFL teams, with the exception of headwear.
“We’re excited to bring together Nike and Fanatics, two partners at the top of their respective fields, to usher in an exciting new model for licensed merchandise,” said Michelle Micone, senior vice president of consumer products for the NFL. “By emphasizing the strengths of both Nike and Fanatics, we have a model that gives us the ability to offer superior on-field products to the teams and the nimbleness to serve the increasingly real-time expectations of today’s fans who have more control over their choices.”
Fanatics is the global leader in licensed sports merchandise and has a vertical model that allows it to increase the speed to market of NFL products. It will also allow the league to respond to consumer demand with product more quickly than in the past.
“Our vertical structure will allow us to reach more fans and retailers with a wider assortment of merchandise which is consistently stocked and replenished,” said Gary Gertzog, president of business affairs for Fanatics.