Dyehard Fan Supply Lands Rutgers' Gameday, Event Business

Dyehard Fan Supply, the retailer created by Ben Sutton’s Teall Capital, has won the Rutgers gameday and event business. In a new multiyear deal, Dyehard will operate points of sale across the school’s athletic venues, said Rutgers Senior Associate AD/External Affairs Rick Thorpe. Rutgers previously worked with Team Retail Solutions, a company that Teall Capital acquired in January to help build Dyehard. Rutgers represents Dyehard’s first school client in the college space.

In addition to carrying merchandise from the school's official shoe and apparel partner, Adidas, Dyehard will provide products from other licensees and novelty items, as well as specialty, event-themed merchandise. Dyehard will have points of sale throughout High Point Solutions Stadium, Rutgers Athletic Center, Yurcak Field and Bainton Field. Rutgers’ new RWJ Barnabas Health Athletic Performance Center, which houses basketball practice facilities, also will feature a team store. Fanatics still has Rutgers’ rights to the online team store.