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NFL, Nike and Fanatics expand partnership

Worldwide extension of US deal follows record retail results from 2019 London Games.

The National Football League (NFL), Nike and Fanatics have revealed a new global partnership which extends Fanatics’ exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products worldwide.

The new long-term global deal is an extension to the US deal which was inked in 2018.

The three-way partnership showcases a new model for licensed sports merchandise that splits responsibilities between Nike (outfitting the players and coaches) and Fanatics (outfitting the fans).

The news follows another successful run of NFL London Games, which saw Fanatics and the NFL deliver record retail results as fans flocked to show their support.

The game between the Jacksonville Jaguars and the Houston Texans at Wembley saw record sales for a Tailgate Retail store operated by Fanatics, beating the record set the previous weekend during the game between the LA Rams and the Cincinnati Bengals.

The new deal also takes advantage of Fanatics’ growing capabilities with offices, manufacturing and distribution facilities in China, Japan, Spain, Germany, UK, Korea, US, Canada, India and Hong Kong.

Fanatics will operate local NFLShop sites across key NFL international markets including Canada, Mexico, Brazil, UK, Germany and China.

Nike will remain the exclusive on-field supplier for uniforms, base layer and sideline apparel for all 32 NFL teams (with the exception of headwear), while Fanatics will manufacture and distribute all Nike NFL merchandise sold at retail.

“We’re excited to expand our relationship with Nike and Fanatics, and with it a cutting-edge model for licensed merchandise to benefit fans and retailers around the world,” said Damani Leech, coo of international for the NFL.

Steve Davis, president of Fanatics International, added: “This expanded global deal, coupled with our vertical commerce model will allow us to reach more fans and retailers across the globe than ever before, with a greater assortment of merchandise which is consistently stocked and replenished.”

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