The A’s have signed Fanatics to "run the merchandise at Oakland-Alameda County Coliseum," according to Don Muret of SPORTSBUSINESS JOURNAL. A's President Dave Kaval said that the two-year deal "starts this season and includes a three-year option." Kaval said that as part of the agreement, Fanatics will "invest a six-figure sum to renovate the team store on the stadium’s north side and improve smaller retail stands." Fanatics Chief Commercial Officer Cole Gahagan said that the online deal with MLB, where it "sells retail for all 30 teams, should help grow revenue" at the A’s ballpark by "providing largely the same selection in the team store that it does in the digital space." The new deal "extends to Fanatics’ operating A’s retail stores in downtown Oakland and nearby communities." At the ballpark, Fanatics "replaces Spectra as retail provider." Spectra "remains the facility’s concessionaire" (SPORTSBUSINESS JOURNAL, 3/20 issue). In S.F., Ron Leuty noted the number of A's-branded items available at the Coliseum will "increase from about 800 to 2,000." The A's will "receive payouts" from Fanatics that are "based on sales milestones" (BIZJOURNALS.com, 3/20).
