The Baltimore Ravens and Fanatics have announced a substantial expansion of their existing partnership, promising to deliver an unparalleled retail experience for fans. This upgraded collaboration extends Fanatics' role from managing the team's online and mobile sales to taking charge of all retail operations within M&T Bank Stadium.
As part of this new arrangement, Fanatics will operate the stadium’s first-ever permanent retail store, which is set to open its doors in 2025. Chris Inouye, the Ravens' Vice President of Retail and Food & Beverage Operations, emphasized the transformative nature of this partnership, praising Fanatics for its innovative approach and leadership in the sports apparel industry.
The agreement also aligns with the Ravens' recent announcements of significant stadium upgrades, including a substantial capital investment to revamp and modernize the retail spaces around the stadium. These improvements are designed to enhance the shopping experience on game days and beyond, with Fanatics utilizing its extensive apparel selection and advanced manufacturing capabilities to keep merchandise offerings fresh and exciting.
Ed O’Brien, Senior Vice President of Business Development at Fanatics, expressed excitement about the expansion, which he said would integrate seamlessly with the team's vision to enhance the year-round fan experience. He also highlighted the strategic opening of a new Fanatics distribution center in Aberdeen, Maryland, which will support efficient inventory management and faster delivery times for online and in-store purchases.
With this partnership, Fanatics strengthens its role within the NFL ecosystem, now managing e-commerce and in-venue retail operations for 14 NFL teams. This deepened relationship with the Ravens is set to elevate the fan experience by offering more accessible and diverse merchandise options, demonstrating a commitment to growing alongside the community and the team.