Dallas Cowboys and Fanatics Agree to Exclusive 10-Year Merchandise Partnership
The Dallas Cowboys and Fanatics, the leading licensed sports merchandiser and global digital sports platform, today announced an exclusive, 10-year merchandise partnership that will see Fanatics open and operate a new online and mobile commerce platform for the five-time Super Bowl Champions.
The new state-of-the-art e-commerce and mobile site, Shop.DallasCowboys.com, is now live and accessible by fans starting today. Powered by Fanatics’ industry leading Cloud Commerce Platform (CCP), the tech-rich experience will provide shoppers with a rapid, streamlined navigation featuring hi-resolution displays, frictionless checkout, expanded payment options and real-time access to a sweeping assortment of Cowboys merchandise. Targeted marketing efforts will tailor the shopping experience for fans based on their preferences, while providing real-time and mobile push notifications to alert the latest product additions.
“The Dallas Cowboys have always strived to be at the top of our game with new, innovative ways to reach our fans with our merchandise,” said Dallas Cowboys Merchandising Chief Operating Officer Tim Burkhart. “Having the official Dallas Cowboys online Pro Shop (shop.dallascowboys.com) aligned with the NFL online shop helps ensure a consistent and expansive product assortment while delivering an exceptional brand experience for the Dallas Cowboys fans.”
Through its partnerships with Nike and the NFL, which includes widespread manufacturing and distribution rights, Fanatics will make available a robust selection of both Nike and Fanatics-branded team gear, including all jersey categories, women’s apparel and lifestyle gear. The company’s on-demand manufacturing capabilities will be able to create items in real-time based on unpredictable moments during the season, including new and trending players. Additional sideline and lifestyle brands that will add to the incredible assortment of apparel, headwear and hardgoods include New Era, Mitchell & Ness, WEAR by Erin Andrews, DKNY Sport and WinCraft.
“The Dallas Cowboys are one of the most iconic, recognizable brands in all of sports, and we are thrilled that they have chosen to expand their merchandise relationship with us to provide an unprecedented shopping experience for fans worldwide,” said Jack Boyle, Fanatics global co-president, direct-to-consumer. “The Cowboys have long operated their own e-commerce business as part of their overall distribution of merchandise, and we look forward to providing an incredible real-time fan gear assortment that can be easily accessed by Cowboys faithful across this new tech-fueled e-commerce platform.”
In addition to e-commerce operations, Fanatics and the Cowboys will create co-branded Cowboys Shop marketing and advertising opportunities across the teams’ broadcast and digital networks, throughout its global headquarters, The Star, and inside AT&T Stadium on gamedays. Perennially one of the top-selling NFL teams across the Fanatics network of sites, in 2021 Cowboys team and player merchandise has been sold to fans in over 120 countries.