Fanatics Strikes 10-Year Deal To Sell Merchandise On Walmart.com

Fanatics has struck a 10-year deal allowing it to sell on Walmart.com, increasing its presence in the sports licensing space. The Fan Shop by Fanatics “marketplace” within Walmart.com will exclusively list hundreds of thousands of items, accounting for all sports-licensed goods on the site. It is active now and building up product assortment. Fanatics Founder & Exec Chair Michael Rubin said recently that online marketplaces will be a key growth strategy for his company. Similar marketplace deals are expected for Fanatics. While the Fanatics marketplace will be a separate portion of Walmart.com, checkout will still be “single cart” through the familiar Walmart mechanism. Fanatics will fulfill and ship the products sold on its Walmart marketplace. Super Bowl championship items will be available within a few days of the game. There is no brick-and-mortar component to the deal.