R&a Checks Out Fanatics Retail And E-commerce Deal
The Royal and Ancient Golf Club of St Andrews (R&A) has penned a wide-ranging merchandise, retail and e-commerce deal with Fanatics.
The ‘long term’ partnership will see Fanatics manufacture and sell licensed products for The Open and Women’s Open, including headwear, apparel, and lifestyle wear.
The sports merchandise giant has also relaunched the R&A’s online store, and will continue to manage the platform.
In addition, Fanatics will manage the event retail operations at the R&A’s major golfing championships.
The company’s growing partnership roster includes the United States Golf Association ( USGA), as well as TGL, the new golf league launched by Tiger Woods and Rory McIlroy’s TMRW Sports golf venture.
Outside of golf, Fanatics has existing deals with the NFL, NBA, NHL, MLB, UEFA, the IOC, and Formula 1.
Neil Armit, Chief Commercial Officer at the R&A, said, “Fanatics has a renowned reputation and expertise in e-commerce and marketing and so they were the natural choice for a new partnership in which we are aiming to elevate our retail and merchandise offering for The Open and AIG Women’s Open to fans worldwide, including the expansion to six languages and five currencies.
“We look forward to working with Fanatics in the years to come to bolster fan engagement and usher in a new era for the promotion of our professional championships on a global scale.”
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