Fanatics, a well-known global digital sports platform specializing in licensed sports merchandise, has struck a significant partnership deal with the Minnesota Wild to revolutionize the retail experience for fans of the NHL team. This long-term agreement entails Fanatics taking the reins as the official end-to-end retail partner for the Minnesota Wild, managing all physical retail locations at the iconic Xcel Energy Center and overseeing operations for the online store HockeyLodge.com.
The collaboration aims to provide Wild supporters with a cohesive omnichannel shopping experience, ensuring seamless transitions between online browsing and in-arena shopping. Previously, Fanatics had powered the Wild’s official e-commerce site through its NHL league-wide partnership. Now, the expanded scope of the collaboration integrates both online and in-arena retail operations to offer fans a consistent and enhanced shopping experience across all touchpoints.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, expressed great excitement about the prospects of this new partnership. She highlighted that fans can anticipate an enriched shopping experience, both online and at the refurbished Xcel Energy Center store, with a broader range and improved availability of their favorite team merchandise.
As part of the agreement, Fanatics will make substantial investments in upgrading the retail spaces at the Xcel Energy Center, including stores, kiosks, and other retail touchpoints. These enhancements are strategically designed to elevate the shopping experience during games and events, aiming to offer fans a consistent and convenient retail environment that aligns with the team’s brand experience.
Fanatics, with its extensive licensed apparel partnership with the NHL, secures the rights to design, manufacture, and distribute all categories of authentic and replica jerseys. This collaboration will allow Wild fans access to an expanded range of high-quality team merchandise. Notably, Fanatics becomes the official provider of on-ice uniforms for the NHL starting this season, offering fans the opportunity to purchase the same Fanatics-branded, Made-in-Canada jerseys worn by players during games.
In addition to Fanatics-branded products, fans can expect offerings from other renowned brands like Mitchell & Ness, New Era, WinCraft, as well as local favorites UNRL, SotaStick, and Levelwear. The diverse merchandise lineup promises a wide array of apparel, headwear, hard goods, and lifestyle items to cater to the varied preferences of Wild supporters.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, voiced his enthusiasm about the collaboration, underscoring the significance of hockey in Minnesota’s culture. He reiterated Fanatics’ dedication to providing an unmatched retail experience for fans to celebrate the game and proudly support their team, whether on game days or beyond.
In recent months, Fanatics has been actively enhancing and renovating The Hockey Lodge, the team’s flagship retail location. A grand opening event is scheduled for September 21 at 11 a.m., coinciding with the launch of the new authentic and replica jerseys. This event marks a significant milestone in the partnership between the Minnesota Wild and Fanatics, promising an exciting retail experience for fans.
With this collaboration, the Minnesota Wild joins the ranks of NHL teams that benefit from Fanatics’ expertise in managing both in-venue and e-commerce retail. The team aligns with other Minnesota-based sports organizations, such as the Timberwolves, Lynx, Vikings, and the University of Minnesota Athletics, who have all partnered with Fanatics to enhance their retail offerings.