SPORTICO: Fanatics Deepens Nike Ties with College Licensing Deal

Fanatics is expanding its relationship with Nike, the latest step in the company’s push to become as prominent—and indispensable—in college sports apparel as it already is in the pros.

Starting in mid-2024, Fanatics will begin manufacturing almost all of the Nike fan apparel for many of the sportswear giant’s most prominent college partners. That means replica jerseys, sideline apparel and headwear for many of the NCAA’s biggest brands. While specific schools weren’t named, Nike and Jordan Brand’s partners include Alabama, Ohio State, Texas and Michigan.

The set-up is similar to comprehensive deals that Fanatics and Nike have in the NFL and MLB, where Nike handles on-field product like athlete jerseys, while Fanatics manufactures the fan-facing gear on behalf of the Oregon-based company. Making product bearing other brands’ logos is a lesser-known part of the Fanatics business, and one that allows it to add scale within specific segments of the licensed goods industry.