The Minnesota Wild have stepped up their game by partnering with Fanatics, a prominent digital sports platform specializing in licensed sports merchandise. This new long-term collaboration aims to revamp the retail experience for Wild fans, both in-store and online, providing them with a seamless and enhanced shopping journey.
Fanatics, known for its global presence in the sports merchandise industry, has now become the official end-to-end retail partner for the Minnesota Wild. Taking over the operations of all physical retail locations at the Xcel Energy Center, as well as managing the online store HockeyLodge.com, Fanatics will work towards creating a unified omnichannel shopping experience for fans of the Wild.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, expressed excitement about this new partnership with Fanatics. She highlighted the improved variety and availability of team merchandise that fans can expect, both online and at the upgraded Xcel Energy Center store, ensuring a more satisfying shopping experience for enthusiasts.
This expanded agreement with Fanatics not only integrates the online and in-arena retail operations but also includes significant investments in upgrading the retail spaces at the Xcel Energy Center. The goal is to optimize the shopping experience during games and events, providing fans with a consistent and convenient shopping environment.
Fanatics’ extensive licensed apparel partnership with the NHL enables them to offer Wild fans an expanded range of high-quality team merchandise. Fans can look forward to an array of products, including authentic and replica jerseys, fan apparel, headwear, and more. Starting this season, Fanatics will also be the official provider of on-ice uniforms for the NHL, giving fans the chance to purchase the same jerseys worn by players during games.
In addition to Fanatics-branded items, the retail offerings will feature products from various renowned brands such as Mitchell & Ness, New Era, as well as Minnesota-based WinCraft, and local favorites like UNRL, SotaStick, and Levelwear, among others. This diversity in merchandise aims to cater to the diverse preferences of Wild fans.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, shared his excitement about this partnership with the Wild, emphasizing the significance of hockey in Minnesota’s culture. He reiterated Fanatics’ commitment to providing an unparalleled retail experience for fans to celebrate the game and support their team with pride.
The enhancements and renovations at The Hockey Lodge, the team’s flagship retail location, have been ongoing in preparation for a grand opening event scheduled for September 21 at 11 a.m. This event will coincide with the introduction of the new portfolio of authentic and replica jerseys to fans, showcasing Fanatics’ dedication to continuously elevate the fan experience.
With the Minnesota Wild joining as the third NHL team for which Fanatics operates both in-venue and e-commerce retail, they align with other Minnesota-based sports organizations that have partnered with Fanatics, including the NBA’s Timberwolves, the WNBA’s Lynx, the NFL’s Vikings, and the University of Minnesota Athletics. This partnership signifies a new era of enhanced fan experiences in the Minnesota sports scene.