The Dallas Cowboys, the world’s most valued sports franchise, have signed an exclusive 10-year partnership with Fanatics.
As part of the deal, the e-commerce giant will operate the online and mobile fan shop for the Cowboys. He will also have co-branding opportunities on the team’s media channels, around his stadium and throughout its sprawling complex near Frisco.
It’s a break from the recent practice of the franchise, dubbed “America’s Team,” which has long operated its own e-commerce platform. The team’s licensing revenue is more than double the next closest NFL club.
“The Dallas Cowboys have always strived to be on top of our game with innovative new ways to reach our fans with our merchandise,” said Dallas Cowboys COO Tim Burkhart in a statement. communicated. “Aligning the official Dallas Cowboys online store with the NFL online store helps ensure a consistent and extensive product assortment, while providing an exceptional branding experience for Dallas Cowboys fans.”
Owned by billionaire Michael Rubin, Fanatics operates the online stores of the NFL, NBA, MLB and NHL, as well as many of its franchises. In some of these league deals, team e-commerce is part of the package, while in the NFL, teams are free to work with whoever they want. With the deal, Fanatics now manages e-commerce for 26 of the 32 NFL teams. (The Cowboys are a founding partner of Legends, which also conducts e-commerce operations for franchises around the world).
Financial details of the deal were not disclosed.
The Cowboys’ approach to merchandise and licensing operations has long differed from the rest of the league. In 2002, owner Jerry Jones withdrew from the NFL’s new deal with Reebok because he believed that an even distribution of income was not fair, and the team has since operated their own licensing business, while paying a fixed percentage in NFL revenue sharing. Bowl. Fanatics has partnered with this model as a retailer of Cowboys products.
Fanatics is the world’s largest seller of licensed sportswear, but has been busy for the past year exploring potential opportunities outside of its core business. This includes a handful of significant hires, a new NFT company, and a future bookmaker. Its most impactful new vertical, however, is in collectible cards, where the company has secured the rights to MLB, MLBPA, NBA, NBPA and NFLPA, which has shocked the industry. and ultimately scuttled SPAC’s potential acquisitions of Topps and Panini.
Fanatics was recently valued at $ 18 billion in a funding round and is expected to go public in the future.
With reporting by Kurt Badenhausen.