Fanatics to Operate At-Track Merchandise BusinessShare
NASCAR, NASCAR Team Properties (NTP) and Fanatics jointly announced today a 10-year agreement for the sport’s at-track merchandise business that will deliver fans an enhanced, experiential shopping environment. As part of the agreement, Fanatics has acquired certain exclusive rights from NASCAR and NTP that will make the company the primary retailer of NASCAR, team and driver merchandise at all 38 NASCAR Sprint Cup Series race weekends.
The new merchandise shopping environment will be available to all fans to Michigan International Speedway for the Pure Michigan 400 weekend on August 14-16. Fans can shop at the new display in the New Holland Fan Plaza.
The track’s opening NASCAR Sprint Cup Series weekend in 2015 will be on Sunday, June 14 with the Quicken Loans 400. The XFINITY Series race will be at MIS on Saturday, June 13. The ARCA Racing Series presented by Menards Corrigan Oil 200 will race on Friday, June 12.
The Sprint Cup Series will wind up its summertime stint only eight weeks later at MIS on Sunday, August 16 with the Pure Michigan 400. The Camping World Truck Series Careers for Veterans 200 presented by The Cooper Standard Foundation & Brad Keselowski’s Checkered Flag Foundation is on Saturday, August 15.
Fanatics, the market leader for officially licensed sports merchandise, powers the e-stores for hundreds of the top sports leagues, teams and schools, including a long history running NASCAR’s e-commerce business (NASCAR.com). The NASCAR at-track deal expands Fanatics’ growing in-venue partnerships.
The new trackside retail model will be phased in at NASCAR events over the course of 2015. It will evolve from using solely haulers for each specific team or driver to displaying all merchandise in a climate-controlled superstore retail environment supported by, in instances, smaller satellite retail touch points around the track. The new model will have the following enhanced benefits and added options for fans:
- Ability to offer the largest at-track selection of NASCAR merchandise ever
- Selection to include a major expansion of women’s and kids’ items
- A more functional way to browse, shop and interact with merchandise
- Separate stores within the footprint for teams, drivers, memorabilia and collectibles
- Dedicated area for driver appearances
- An interactive customization center where fans can create their own personal NASCAR gear
Fanatics Apparel, the company’s manufacturing and customization division, will also produce merchandise to complement the already extensive product line that will be offered by authorized licensees.
“A merchandise center will provide a more personal, organized, comfortable and convenient shopping environment for our fans,” said Steve Phelps, NASCAR executive vice president and chief marketing officer. “Partnering with an industry leader in Fanatics allows us to offer a comprehensive and seamless shopping experience for our fans – whether it is in-venue, online or on mobile devices.”
The new trackside retail model will utilize the latest innovations and initiatives in retail promotional design. According to a study conducted by Experian Marketing Services (Simmons National Consumer Survey, Fall Full Year 2013), NASCAR fans are at least 20 percent more likely than non-fans to notice various types of promotions while shopping, including: video monitor displays, signs on merchandise racks or shelves, and advertising on the floor – among others.
“Fanatics is extremely excited to partner with NASCAR and NASCAR Team Properties to greatly expand their at-track retail presence,” said Ross Tannenbaum, president of Fanatics Authentic. “We have taken the time to listen to what the fans, teams, drivers and NASCAR were asking for and look forward to using our market-leading scale, technology and production capabilities to deliver an improved and entertaining shopping experience for years to come.”
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