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Volume 25 No. 196
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Fanatics To Change Trackside Superstore Model It Has Used At NASCAR Races

Fanatics is looking at changing its NASCAR trackside superstore model to a more tailored approach where it will not only utilize the large superstore tent at every track, according to sources. Fanatics in August ’15 launched the 60,000-square-foot trackside superstore model as part of a 10-year deal with NASCAR, which previously utilized haulers to sell merchandise. The tent traveled to all 36 Monster Energy NASCAR Cup Series race weekends and was pitched as a more comfortable shopping experience for fans who could now have more of a department-store experience than the beloved yet at-times cumbersome hauler approach. But amid declining merchandise sales linked in part to lower attendance this year, Fanatics is now looking at moving to more of a hybrid approach whereby it will tailor its efforts toward the intricacies of each track, which could include using everything from smaller tents to haulers and new brick-and-mortar stores in tracks. A key focus for Fanatics is getting more merchandise sold inside the actual track venue itself, as opposed to only having one large tent outside where fans can purchase merch. Some of the changes will be rolled out as soon as the next few weeks, but sources cautioned that the newest iterations may continue to be tweaked as time goes on. Despite lower overall sales, sources said that NASCAR has seen upticks in merchandise sales for some key up and coming drivers this year including Chase Elliott and Ryan Blaney. NASCAR and Fanatics declined comment.