Texas A&M University and Fanatics Team Up for Comprehensive10-Year Fan Merchandise and E-commerce Partnership
Texas A&M University and Fanatics, a leading licensed sports merchandiser and global digital sports platform, have announced an exclusive, 10-year partnership that will see the company gain a comprehensive set of e-commerce and fan apparel rights to significantly elevate the selection and assortment of licensed Aggie products. Under this innovative deal, Fanatics has launched a new rapid, cloud-based online and mobile shopping experience for the University and Aggie Athletics, 12thManShop.com. In addition, Fanatics gains exclusive fan apparel rights to design, manufacture and distribute an expanded assortment of Aggie merchandise.
As one of Texas A&M’s new exclusive primary fan apparel partners, Fanatics will gain rights to design, manufacture, and distribute a significantly expanded selection of Aggie products to students, fans and Former Students. The assortment, which will be begin to rollout this fall, will include men’s, women’s, and kids’ fan apparel. Fanatics’ on-demand manufacturing capabilities will allow the University to also feature unique, real-time product line capitalizing on trends and graphics unique to College Station and the passionate Aggie fanbase.
Launched today, 12thManShop.com will tap into Fanatics’ industry-leading fan gear and apparel assortment to feature the widest selection of University and team-specific merchandise ever provided. This tech-infused online and mobile shopping experience will feature high-resolution product imagery, frictionless checkout, and the quickest access to new product offerings.
“We are excited about the future of our e-commerce initiatives under our new partnership with Fanatics,” said Shane Hinckley, vice president of brand development at Texas A&M. "The University will be centralizing our promotion of a single e-commerce destination site for students, Former Students, and fans. Fanatics is a powerful partner to help maximize our brand reach.”
Under the new arrangement, Texas A&M will retain its partnership with adidas as the provider of performance products and specific fan merchandise for the Aggies’ athletics programs. The Collegiate Licensing Company (CLC) negotiated the licensing elements of this deal on the University’s behalf.
“Texas A&M has one of the largest active fan and supporter bases in the world, and we’re excited about this collaborative partnership that creates a more meaningful shopping experience for Aggie fans and Former Students across the country and around the world,” said Derek Eiler, executive vice president of Fanatics. “Through this new, progressive model, Fanatics will carry a significantly expanded assortment of real-time, on-trend products for all Aggies everywhere.”
A key aspect of the partnership is Fanatics’ commitment to student development and engagement at Texas A&M, including academic engagement and presentations from company executives for students of the Center for Retailing Studies within the Mays Business School. The center recently named Fanatics as its 2020 “Retailer of the Year” and hosted Fanatics Global Co-President Jack Boyle, who spoke to current students.
In addition to Texas A&M, Fanatics holds similar primary fan apparel partnerships with renowned college partners including the University of Notre Dame, University of Florida, University of Tennessee, University of Oklahoma, University of Minnesota, University of Oregon, and University of Miami.