SBD/July 6, 2017/Marketing and Sponsorship

Fanatics To Run MLB Store At All-Star Game Fan Fest For The First Time

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Fanatics will administer and operate MLB’s 20,000-square-foot store at the MLB All-Star Game Fan Fest in Miami. It marks a first for Fanatics and follows its $225M purchase of longtime MLB jersey rightsholders VF's Licensed Sports Group in April. MLB Exec VP/Business Noah Garden said the All-Star Game Fan Fest retail rights will continue for the foreseeable future. An increase in Fanatics branding starts with the new name on the emporium: “The MLB.com Store/A Fanatics Experience,’’ similar to the NBA Store operated by Fanatics in N.Y. Garden said, "Fanatics has been our e-commerce partner for some time. Now they’re playing a much bigger role with us, and this seems like a logical extension. You’ll continue to see an emphasis on breadth of selection, customized products and an association with Fanatics should put us in an in-stock position across all our offerings." Under Armour’s logo will appear on authentic MLB jerseys beginning in '19, while the Fanatics brand will be on MLB replica jerseys.
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