NASCAR and NASCAR Team Properties Select Fanatics to Operate At-Track Merchandise Business

by | Jan 22, 2015 | NASCAR

DasjfnaskfaAYTONA BEACH, Fla. (January 21, 2015) – NASCAR, NASCAR Team Properties (NTP) and Fanatics jointly announced today a 10-year agreement for the sport’s at-track merchandise business that will deliver fans an enhanced, experiential shopping environment. As part of the agreement, Fanatics has acquired certain exclusive rights from NASCAR and NTP that will make the company the primary retailer of NASCAR, team and driver merchandise at all 38 NASCAR Sprint Cup Series race weekends.
Fanatics, the market leader for officially licensed sports merchandise, powers the e-stores for hundreds of the top sports leagues, teams and schools, including a long history running NASCAR’s e-commerce business (NASCAR.com). The NASCAR at-track deal expands Fanatics’ growing in-venue partnerships.

The new trackside retail model will be phased in at NASCAR events over the course of 2015. It will evolve from using solely haulers for each specific team or driver to displaying all merchandise in a climate-controlled superstore retail environment supported by, in instances, smaller satellite retail touch points around the track. The new model will have the following enhanced benefits and added options for fans:

· Ability to offer the largest at-track selection of NASCAR merchandise ever
· Selection to include a major expansion of women’s and kids’ items
· A more functional way to browse, shop and interact with merchandise
· Separate stores within the footprint for teams, drivers, memorabilia and collectibles
· Dedicated area for driver appearances
· An interactive customization center where fans can create their own personal NASCAR gear

Fanatics Apparel, the company’s manufacturing and customization division, will also produce merchandise to complement the already extensive product line that will be offered by authorized licensees.
“A merchandise center will provide a more personal, organized, comfortable and convenient shopping environment for our fans,” said Steve Phelps, NASCAR executive vice president and chief marketing officer. “Partnering with an industry leader in Fanatics allows us to offer a comprehensive and seamless shopping experience for our fans – whether it is in-venue, online or on mobile devices.”