Menu
Marketing and Sponsorship

Fanatics, SMI Ink Special Deal For Atlanta NASCAR Weekend, Close To Long-Term Pact

Fanatics and Speedway Motorsports Inc. have struck a one-race deal to allow the retailer to operate at Atlanta Motor Speedway for this weekend's NASCAR races, and the two sides are "within an inch" of a multiyear deal, according to SMI Senior VP/Business Affairs Don Hawk. Fanatics in January unveiled its 10-year trackside merchandise deal with NASCAR and Int'l Speedway Corp. that allows it to oversee merch sales at the company's 12 tracks that host NASCAR races. Up to this point, SMI -- the other key track operator in NASCAR -- had yet to sign on with Fanatics, leaving open the prospect that Fanatics would not have a presence at many NASCAR races. But Hawk yesterday afternoon said that he and Fanatics Authentic President Ross Tannenbaum hashed out the short-term arrangement last weekend in Daytona and are now closing in on a full-length agreement. Hawk hopes that the full deal will be done in time for next weekend's races at Las Vegas Motor Speedway -- another SMI track. Hawk said that while there was speculation in the industry that SMI was uncomfortable with the financial split, that was "absolutely, positively" not true and it was more a matter of making sure both sides were comfortable with the intricacies and structure of the deal. This is in part because SMI is vertically integrated and does much of its own souvenir and event merchandise production in house. Hawk: "This was more about the fan experience and what they are bringing as a footprint to each of our speedways and protecting our tracks' IP marks for event merchandise." He added that unlike ISC's deal with Fanatics, SMI will not be taking any advance payment or guarantee as part of any long-term agreement. Fanatics could not be reached for comment by presstime.

SBJ Morning Buzzcast: March 18, 2024

Sports Business Awards nominees unveiled; NWSL's historic opening weekend and takeaways from CFP deal

ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

Shareable URL copied to clipboard!

https://www.sportsbusinessjournal.com/Daily/Issues/2015/02/26/Marketing-and-Sponsorship/Fanatics.aspx

Sorry, something went wrong with the copy but here is the link for you.

https://www.sportsbusinessjournal.com/Daily/Issues/2015/02/26/Marketing-and-Sponsorship/Fanatics.aspx

CLOSE