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Volume 27 No. 5
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Notre Dame, Fanatics Strike 10-Year Merch/Analytics Deal

Fanatics has signed Notre Dame to an overarching 10-year merchandising and analytics agreement that will take effect in '21. The deal makes Fanatics the school's primary apparel, headwear and hard goods partner, and it expands upon the retailer’s position as operator for the Fighting Irish online team store. Financial terms were not released, but similar deals paid the school a seven-figure annual guarantee plus the opportunity to make more based on sales. Notre Dame's deal with Under Armour remains the same. Fanatics will make some of the merchandise and serve as the licensing agent for the school. Fermata was Notre Dame's previous licensing agent.

Fanatics also has merchandising arrangements at Oregon, Florida and Miami. The big difference at Notre Dame is an analytics component that will share the company’s deep well of ecommerce expertise with the Irish using Salesforce’s CRM system. Fanatics College Exec VP Derek Eiler engineered the deal with Notre Dame VP/University Enterprises & Events Micki Kidder and AD Jack Swarbrick.

See more in tonight's SBJ College newsletter.