Fanatics, the global leader for licensed sports merchandise, and Golden Boy Promotions, this morning announced a new multi-year partnership to operate online and on-site retail for Golden Boy Promotions. The new online store is currently live and selling a variety of fan gear, merchandise and memorabilia ahead of Saturday’s highly anticipated Canelo Alvarez vs. Liam Smith mega fight at AT&T Stadium in Dallas, TX.
Fanatics Branded, the in-house apparel manufacturing division of Fanatics, will produce officially licensed merchandise for the event which will be available both online and around select locations outside of AT&T Stadium and at the official fight hotels.
“Golden Boy fans are always looking out for new and exciting merchandise featuring our star-studded roster of fighters and the company itself,” said Oscar De La Hoya, CEO and Chairman of Golden Boy Promotions. “As a leader in the industry, Fanatics will allow supporters of Golden Boy and our fighters to quickly and easily get the products they want.”
Boxing fans around the world will have access to an expanded selection of officially licensed gear for men, women and kids, and the new online store will feature faster checkout, improved delivery options and a smooth, streamlined shopping experience.
“Fanatics and Golden Boy are excited to team up on this exciting omnichannel partnership which will offer boxing fans the largest assortment of merchandise and a new, improved shopping experience both online and at venues around the country, “ said Alan Fey, vice president of business affairs for Fanatics. “Boxing fans are some of the most passionate of any sport and we are looking forward to Saturday’s highly anticipated bout between Canelo Alvarez and Liam Smith.”