Indianapolis Colts and Fanatics Lock Up Long-Term Omnichannel Retail Partnership

INDIANAPOLIS, JANUARY 23, 2020 — The Indianapolis Colts and Fanatics, the global leader for officially licensed sports merchandise, today announced a 10-year omnichannel retail partnership that will see the company lead all online, mobile and retail store operations for the team.

A centerpiece of the partnership is the state-of-the-art e-commerce platform at, which Fanatics first began operating last year. The site provides Colts fans around the world with a seamless, tech-infused online and mobile shopping experience while accessing the widest selection of team apparel and merchandise ever offered.

The company’s industry leading technology and mobile capabilities, powered by its revolutionary Cloud Commerce Platform, will provide a fast, seamless navigation for fans shopping across online and mobile sites, including larger product displays and frictionless checkout. Fanatics also will oversee operations of the team’s in-venue retail locations, including the Colts Pro Shop at Lucas Oil Stadium and concourse kiosks around the building, as well as the team’s traveling pro shops.

The blending of online and offline merchandise will create an omnichannel retail experience for Colts fans on gameday and beyond, creating a significantly expanded assortment of readily in-stock products whether shopping online, via mobile or at the game.

“This new partnership will incorporate a whole suite of new digital and mobile technologies to provide Colts fans with the best, most customer-friendly retail experience possible, whether shopping online, on their device or in-person,” said Roger VanDerSnick, Colts chief sales & marketing officer.  “With the widest assortment of team merchandise to date, as well as a newer and easy-to-navigate checkout process, Fanatics will help us better engage and interact with fans across Indiana and beyond.”

Through its on-demand, vertical manufacturing capabilities and agile supply chain, Fanatics will ensure Colts fans have access to a more extensive assortment of high-quality team gear and apparel for all members of the family. Beginning next season, Fanatics Brands, the company’s in-house apparel division, will manufacture and distribute all Nike-branded NFL fan gear – including all jersey categories, women’s apparel and lifestyle gear – bringing the most real-time products to Colts fans across all retail channels.

“Fanatics is incredibly excited to partner with the Indianapolis Colts to deliver a world-class shopping experience for this incredibly passionate fanbase, featuring a readily in-stock assortment of real-time products regardless of shopping online, on their phone or at the stadium,” said Gary Gertzog, Fanatics President of Business Affairs. “Through this new omnichannel offering, Fanatics’ commitment to cutting-edge technology and faster speed-to-market of merchandise will significantly enhance the fan experience for all members of the family.”

Fanatics is the NFL’s official e-commerce partner and holds a variety of online and omnichannel relationships with more than 20 NFL teams.