Walmart has struck a partnership deal with sports marketplace Fanatics to sell NFL jerseys, NBA t-shirts and other sports-related merchandise on its online portal.
Fanatics is the largest licenser of pro-sports clothing and other gear. The partnership is for a period of 10 years and calls for all licensed sports merchandise on Walmart to be exclusively provided by Fanatics.
Walmart’s “Fan Shop by Fanatics” will now sell hundreds of thousands of items featuring professional sports leagues such as the NFL, NBA and MLB, Walmart US e-commerce general manager Eric O’Toole said in a blog post.
“Today’s announcement of our partnership with Fanatics is part of this ongoing commitment to create unique, specialized experiences on Walmart.com that make it easier to find the items our customers (in this case, sports fans) are looking for. The deal with Fanatics is a long-term partnership,” O’Toole said. The offerings will include products made by prominent brands such as Nike, Majestic and New Era.
Fanatics has emerged as a major online player by acting as a tech, logistics and manufacturing company in a category that has long been fragmented. The revenue of the firm was registered around US $ 2.3 billion last year.
The ability of Fanatics to produce championship gear practically on demand promises to be a bonanza for Walmart. The deal also allows Walmart to continue expanding its selection beyond general merchandise.
On expansion front, O’Toole said that the retailer has been focused on adding harder to find speciality items and premium products.
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