Fanatics and the Minnesota Wild have embarked on an exciting new partnership aimed at enhancing the retail experience for fans at the Xcel Energy Center. Fanatics, a well-known digital sports platform and provider of licensed sports merchandise, has now become the official end-to-end retail partner for the team, taking over operations of all physical retail locations at the arena and managing the online store, HockeyLodge.com.
Previously, Fanatics had powered the Wild’s official e-commerce site through its partnership with the NHL. However, this expanded agreement now encompasses both online and in-arena retail operations, ensuring fans enjoy a seamless shopping experience whether they are browsing online, on mobile devices, or attending games in person.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, expressed her excitement about this new collaboration. She highlighted the benefits fans can expect, such as an enhanced online shopping experience and an upgraded retail store at the Xcel Energy Center, offering a wider variety and increased availability of team merchandise.
As part of the partnership, Fanatics plans to invest significantly in upgrading the retail spaces at the arena, including stores, kiosks, and other touchpoints, to optimize the shopping experience during games and events. By integrating e-commerce and in-venue retail, Fanatics aims to provide a consistent and convenient shopping environment for all Wild fans.
Fanatics’ extensive licensed apparel partnership with the NHL allows them to offer a broad range of high-quality team merchandise to Wild fans. Starting this season, Fanatics will also be the official provider for on-ice uniforms in the NHL, giving fans the unique opportunity to purchase the same jerseys worn by the players during games.
In addition to Fanatics-branded products, the retail offerings will include items from renowned brands such as Mitchell & Ness, New Era, WinCraft, as well as local favorites like UNRL, SotaStick, and Levelwear, among others.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, shared his excitement about the partnership with the Wild. He emphasized the significance of hockey in Minnesota’s culture and Fanatics’ dedication to offering an unparalleled retail experience for fans to celebrate the game and support their team.
Fanatics has been diligently implementing upgrades and renovations to The Hockey Lodge, the team’s flagship retail location, in preparation for a grand opening event scheduled for September 21st. This event will also mark the introduction of the new portfolio of authentic and replica jerseys to fans, further enhancing the shopping experience at the Xcel Energy Center.
This collaboration with Minnesota Wild makes Fanatics the official omnichannel retail partner for the team, a role they also hold for other sports organizations in Minnesota, including the Timberwolves, Lynx, Vikings, and the University of Minnesota Athletics.
