SoftBank-backed apparel firm to apply v-commerce model internationally
The National Football League (NFL) has announced a global expansion of its three-way merchandise partnership with SoftBank-backed apparel company Fanatics and US sportswear giant Nike.
The deal means Fanatics now has exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products worldwide, building on the ten-year agreement covering the US that was signed by the three parties in May 2018.
The move comes as Fanatics continues to grow its global business, with manufacturing and distribution facilities now established in China, Japan, Spain, Germany, the UK, Korea, the US, Canada, India and Hong Kong.
The deal means the NFL will be able to take advantage of Fanatics’ v-commerce model on a global basis. The company’s omni-channel retail approach uses an agile supply chain and on-demand manufacturing to help partners quickly respond to the demands of fans.
The existing terms of the deal will remain the same, with Nike continuing as the exclusive on-field supplier for uniforms, base layer and sideline apparel for all 32 NFL franchises, while Fanatics will be responsible for all official merchandise sold at retail.
“We’re excited to expand our relationship with Nike and Fanatics, and with it a cutting-edge model for licensed merchandise to benefit fans and retailers around the world,” said Damani Leech, chief operating officer of international for the NFL. “Now our growing fanbase in cities such as London and Shanghai will have the same quick access to the widest selection of the latest merchandise as their counterparts here in the United States.”
“This innovative partnership with the NFL and Nike is based on the premise that all three organisations are committed to providing fans with the best possible experience, quality and choice of officially licensed merchandise,” added Steve Davis, president of Fanatics International.
“This expanded global deal, coupled with our vertical commerce model will allow us to reach more fans and retailers across the globe than ever before, with a greater assortment of merchandise which is consistently stocked and replenished.”