Fans looking for the latest Tom Brady jersey to wear to their Super Bowl party on Sunday can now head to Walmart.
On Tuesday, the retailer revealed a 10-year deal with Fanatics, the largest licensor of sports merchandise, to create Fan Shop by Fanatics, starting immediately. Under the terms of the deal, all sports merchandise on the site will be provided by Fanatics.
In a blog on the Walmart web site, Eric O’Toole, general manager of sports and fitness for Walmart U.S. e-commerce, said the shop will “offer hundreds of thousands of items from professional sports leagues, including NFL, NBA, MLB, NASCAR and MLS, and top brands, including Nike, New Era, Majestic and Fanatics. Products include officially licensed apparel, jerseys, hats, collectibles, tailgating items and novelty products.”
Because Fanatics also holds the exclusive licensing rights to produce and distribute merchandise for major professional sports leagues and events, Walmart will be able to “quickly give customers access to the latest and greatest items for sports’ biggest moments, including official fan gear for this weekend’s Super Bowl and the recent NFL Conference Championships,” O’Toole wrote.
Walmart’s web site offers 75 million items, he said, and the retailer is “focused on adding “harder-to-find specialty items. Today’s announcement of our partnership with Fanatics is part of this ongoing commitment to create unique, specialized experiences on walmart.com that make it easier to find the items our customers (in this case, sports fans) are looking for. Game on.”
Fanatics is expected to generate $2.8 billion in sales in 2019.