Fanatics is taking the vertical model that it has employed in pro sports to the college space, as the Univ. of Oregon has agreed to a comprehensive 10-year deal that will make Fanatics a licensee, manufacturer and retailer for UO gear as of Jan. 1, 2020. This is the first bundled-rights deal of its kind for Fanatics with a university. Fanatics previously ran UO’s online team store, but the new pact will make it the primary licensee for apparel, headwear and most other product categories. Fanatics also will manufacture and distribute product to local retailers and direct-to-consumer.
Fanatics College Exec VP Derek Eiler called the deal "transformative," saying, "A new model is here." UO's existing relationships with Nike and Columbia will remain separate. “We’ll be in a position to make sure retailers have new product quickly,” said Fanatics College Senior VP Chris Prindiville. “Seldom in college have there been true long-term partnerships. Now there’s stability. We can now really invest in the Oregon business as their retail partner, their licensing partner, their ecommerce partner, wholesale partner and licensing agency.”
