Baltimore Orioles and Fanatics Team Up for a New 10-Year Omnichannel Retail Partnership
Today, the Baltimore Orioles and Fanatics, a leading provider of licensed sports merchandise and global digital sports platform, announced a new 10-year partnership that will see Fanatics become the team’s official end-to-end omnichannel retail partner starting next year. Fanatics, who already powers the Orioles official e-commerce destination, Orioles.com/Shop, through its relationship with Major League Baseball, will now overtake operations of all in-venue retail locations at Oriole Park at Camden Yards, including the Orioles Team Store located on Eutaw Street. Over the course of the partnership, Fanatics and the Orioles will together make a significant investment to elevate the team’s overall stadium retail footprint and enhance the fan experience on gameday and beyond.
“We are thrilled about our new alignment with Fanatics to bring a more expansive and diverse inventory of the top brands that our fans will love when visiting Oriole Park,” said T.J. BRIGHTMAN, Orioles Senior Vice President, Chief Revenue Officer. “There is nothing more important to us than the fan experience, and we truly believe this long-term partnership will only enhance that.”
Through Fanatics’ widespread manufacturing capabilities – including rights to design, manufacture and distribute all Nike MLB fan apparel sold at retail – Orioles fans will have access to a significantly expanded assortment of high- quality team and player merchandise. The collection available at the Orioles Team Store and other stadium outlets will feature jerseys, headwear, hardgoods, trading cards and collectibles and more from leading brands including Fanatics, Nike, Topps, New Era, WinCraft, and Mitchell & Ness.
Later this year, Fanatics will open its new east coast distribution center, located in nearby Aberdeen, Maryland. The proximity to the ballpark will ensure rapid replenishment of inventory across team stores and faster delivery of online orders to fans.
“The Baltimore Orioles are one of baseball’s iconic franchises, who have emerged again this year as one of MLB’s most exciting teams,” said ED O’BRIEN, Fanatics SVP of Business Development and Strategy. “Throughout this partnership we look forward to delivering a best-in-class in-venue retail experience at a historic ballpark like Camden Yards and providing the passionate Orioles fan base with timely, high-quality merchandise for all members of the family.”
Fanatics has a longstanding relationship with Major League Baseball as its official e-commerce partner, powering e- commerce for all 30 of its teams. The Baltimore Orioles are the fifth MLB club that Fanatics also operates the full suite of in-venue retail services for.