San Francisco Giants and Fanatics to Elevate Fan Experience Though Expanded 10-Year Omnichannel Retail Partnership
Today, the San Francisco Giants and Fanatics, a leading provider of licensed sports merchandise and global digital sports platform, announced a 10- year extension and expansion of their existing retail partnership. Under the new deal, Fanatics will now assume operations of the Giants full suite of physical retail touchpoints throughout Oracle Park, creating an even wider array of opportunities for fans to showcase their pride and passion for the team.
The deal builds on an initial partnership formed in 2019, when Fanatics became the sole operator of the Giants Dugout Store at Oracle Park. Beginning with the 2023 baseball season, the Giants retail operations will be completely unified as Fanatics will assume operations of all retail stores inside the park. The merging of these efforts will create a wider, consistent merchandise assortment and best-in-class shopping experience for fans.
“The Giants have been proud to partner with Fanatics to offer our fans a satisfying and quality shopping experience both in our Giants Dugout Stores and online,” said Mario Alioto, Giants executive vice president of business operations. “By expanding our partnership and bringing Fanatics’ expertise into the ballpark, fans will now be provided a consistent experience no matter where they shop.”
Throughout the duration of this new expanded partnership, and in collaboration with the Giants, Fanatics has pledged a significant capital investment to enhance and innovate the park’s overall retail footprint, creating an elevated experience for fans on gameday and beyond. Over the next two years, Fanatics and the Giants will focus on two key areas: a makeover of the main team flagship store and the optimization of its other retail locations inside the venue.
Through Fanatics’ vertical, on-demand manufacturing capabilities – including rights to design, manufacture and distribute all Nike MLB fan jerseys and apparel sold online and at team store locations - fans will have access to a significantly expanded assortment of high-quality team and player merchandise, including collections that are unique to the Giants, celebrating the local culture and team’s rich history. During the 2022 season, Fanatics and the Giants collaborated to create bespoke merchandise celebrating Will Clark Day, an event honoring the Giants legend where his jersey was officially retired.
“The San Francisco Giants are a storied MLB franchise and a valued partner to Fanatics, and we’re incredibly excited to expand our working relationship together,” said Ed O’Brien, Fanatics Commerce SVP of Business Development. “We’ve achieved tremendous success since first partnering together in 2019 and look forward to creating a more unified and enjoyable shopping experience for fans moving forward.”