CNBC: MLB All-Star Game, Baseball cards, are first big test of Fanatics livestream shopping experience

Fanatics’ first livestream shopping event will feature collectors opening baseball trading card packs on the field during this week’s Major League Baseball All-Star Game events in Seattle.

The sports platform’s new business division, which is called Fanatics Live, is centered around live shopping experiences during which users will be able to buy trading cards and other collectibles on the Fanatics Live app while watching streams of hosts and other collector sellers.

Earlier this year, Fanatics hired Nick Bell, who previously led teams responsible for Google Search experience and was Snap’s global head of content and partnerships, to serve as the CEO of Fanatics Live…