DAZN Locks In Retail Partnership
DAZN Group has agreed a long-term strategic partnership with digital sports platform Fanatics.
The agreement will officially commence later this year when ‘a substantial range of Fanatics products, such as licensed team merchandise and sports apparel,’ will be made available for DAZN subscribers to buy from its platform.
A second phase of integration will then follow within the next 12 months, through which a store will be opened that will be ‘more deeply embedded in the DAZN experience.’ This is set to feature one-click purchasing and a tailored DAZN experience linked to the individual subscriber’s ‘user profile, favourite teams, and players.’
Every DAZN customer, regardless of location, is set to gain access to the Fanatics products which includes licensed sportswear, sports collectibles, NFTs, trading cards, and sports merchandise.
“Having an integrated online store where fans can buy their team’s official merchandise and sportswear is part of the overall fan experience – it’s an essential expression of support and fan culture to millions.”
Shay Segev, Chief Executive, DAZN Group
Shay Segev, Chief Executive at DAZN Group, said, “Fanatics and DAZN share similar long-term goals, and this is a great beginning of a long-term partnership. Having an integrated online store where fans can buy their team’s official merchandise and sportswear is part of the overall fan experience – it’s an essential expression of support and fan culture to millions.”
Gary Gertzog, Fanatics’ President of Business Affairs, added, “This partnership will enable DAZN to expand its offering and make it even easier for fans to access their favorite team merchandise.
“Finding new, innovative, and improved ways to better serve sports fans is something we are constantly focused on, and enabling DAZN to bring a fully integrated merchandise offering to its platform helps to do this, we can’t wait to get started.”
In May, Fanatics and UK broadcaster Sky agreed a similar partnership, in a move that marked the network’s first breakout into retail. The deal saw Sky make a new online sports merchandise shop available to fans across the UK, Ireland, Germany, Austria, Switzerland and Italy.
Fanatics also struck a deal with Spanish football’s top-tier, LaLiga in June, its first-ever partnership with a major European league in that sport.
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