The Minnesota Wild has scored big in the retail game by partnering with Fanatics, a renowned global digital sports platform specializing in licensed sports merchandise. This long-term collaboration promises to enhance the retail experience for Wild fans both in-store and online. As Fanatics takes over operations at all physical retail locations within the Xcel Energy Center and manages the online store HockeyLodge.com, fans can expect a seamless and unified shopping experience whether they are browsing on their devices or catching a game in person.
Fanatics’ previous involvement in powering the Wild’s e-commerce site through their NHL partnership was just the beginning. The expanded agreement now extends to integrating both online and in-arena retail operations, ensuring that fans can enjoy a consistent shopping experience no matter where they choose to shop. Carin Anderson, Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, expressed excitement about the partnership, highlighting the increased variety and availability of team merchandise for fans to enjoy both online and in the upgraded Xcel Energy Center store.
A significant aspect of this partnership involves Fanatics investing in upgrading retail spaces at the Xcel Energy Center, including stores, kiosks, and other touchpoints. These enhancements aim to optimize the shopping experience for fans during games and events, bringing a new level of convenience and excitement to the retail scene. By combining e-commerce and in-venue retail, Fanatics seeks to offer a seamless and enjoyable shopping environment for all Wild enthusiasts.
Fanatics, with its extensive licensed apparel partnership with the NHL, is set to offer Wild fans an expanded range of high-quality team merchandise. This includes authentic and replica jerseys, as well as an array of fan apparel and headwear. Starting this season, Fanatics also becomes the official provider for on-ice uniforms in the NHL, giving fans the unique opportunity to purchase the same jerseys worn by their favorite players during games, adding an extra layer of authenticity to their fan gear collection.
In addition to Fanatics-branded products, the retail offerings will include merchandise from other top brands like Mitchell & Ness, New Era, WinCraft, and local favorites such as UNRL, SotaStick, Levelwear, and more. This diverse selection ensures that fans have access to a wide range of products to showcase their team pride and personal style.
Ed O’Brien, Senior Vice President of Business Development at Fanatics, expressed his enthusiasm about the partnership, emphasizing the deep-rooted hockey culture in Minnesota and Fanatics’ commitment to providing an unmatched retail experience for fans to celebrate the game and support their team wholeheartedly.
The Hockey Lodge, the flagship retail location of the Wild, has been undergoing upgrades and renovations in preparation for a grand opening event on September 21 at 11 a.m. This event will coincide with the launch of the new collection of authentic and replica jerseys, offering fans a chance to be among the first to own these premium items.
With this partnership, the Minnesota Wild joins a select group of sports organizations in Minnesota that have teamed up with Fanatics to elevate their retail offerings. By collaborating with Fanatics, the Wild are gearing up to provide fans with an exceptional shopping experience that blends the thrill of the game with a touch of style and convenience.
