Churchill, Fanatics Sign Merchandising Deal
Description:
Churchill Downs Feb. 22 announced a multi-year agreement with Fanatics, which calls itself the largest retailer of officially licensed sports merchandise, to exclusively operate online and on-site retail for Kentucky Derby (gr. I) weekend beginning this year.
"Churchill Downs is thrilled to partner with Fanatics, who delivers impressive and diverse product offerings along with a shopper-friendly experience," Kristin Warfield, Churchill Downs vice president of partnerships, said in a release. "We believe our fans will truly benefit from Fanatics' seamless online purchasing technology and their fresh perspective to enhancing our on-site sales over Kentucky Derby week, which lured a record 365,000 attendees in 2015."
Fanatics, which powers the e-commerce businesses for all professional leagues, media sites, and hundreds of collegiate and professional sports teams, will not only drastically expand the merchandise selection but will increase the on-site footprint at Churchill by adding additional retail locations around the track, according to a release. Fanatics said it will create a "seamless, synchronized shopping experience across online, mobile, and on-site retail locations for all horseracing fans."
The agreement includes a licensing component that will allow Fanatics to create collectibles and apparel, including an assortment of exclusive Kentucky Derby merchandise.
"We are thrilled to partner with one of sports' most prestigious events," said Brian Swallow, senior vice president of strategy and business development for Fanatics. "Our tech and manufacturing expertise makes us uniquely qualified to create an enhanced, omnichannel retail experience for Kentucky Derby fans whether at home, on the go, or at the track during the first weekend in May."