Online sports goods retailer Fanatics has entered into a multi-year partnership with the Oakland Athletics Major League Baseball (MLB) team.
The deal, which will run for two years and includes an option to extend for a further three, will see Fanatics run licensed merchandise sales at the team's Oakland Coliseum ballpark.
Fanatics, which already operates e-commerce for the A’s, will make ‘substantial investments’ to upgrade team stores at the Coliseum. The outlet at the ballpark’s D Gate, for example, will be fitted with new lighting, flooring and graphics and a 65-inch HD monitor.
“This partnership will provide fans the A’s apparel they want while helping us increase the overall fan experience,” said A’s president Dave Kaval.
”Fanatics is the global leader for licensed sports merchandise and the official digital retail partner of Major League Baseball, and we are confident they will help us grow and expand our brand.”
Fanatics will have exclusive manufacturing and retail rights to all MLB apparel from 2020 after securing a major contract in partnership with Under Armour in December.
Fanatics has been an MLB business partner since 2003.