Baltimore Ravens and Fanatics Expand Partnership to Create Amplified Fan Experience
Today, the Baltimore Ravens and Fanatics, a global digital sports platform and leading provider of licensed sports merchandise, announced a long-term extension and expansion of their existing partnership that has Fanatics becoming the team’s comprehensive omnichannel retail partner. The new pact will see Fanatics continue to power the Ravens’ online and mobile e-commerce, which it has done since 2013, as well as now operate the full suite of retail touchpoints at M&T Bank Stadium.
"The expanded partnership with Fanatics launches our retail experience to new heights," Ravens vice president of retail and F&B operations Chris Inouye stated. "A proven industry leader, Fanatics has routinely provided a cutting-edge approach in the sports apparel market. Highlighted by M&T Bank Stadium’s first-ever year-round retail store, which will debut in 2025, our full-scale collaboration with Fanatics allows fans to connect with the Ravens and display team pride like never before."
As part of the substantial stadium upgrades that the team recently announced, a cornerstone of this new deal is a significant capital investment to enhance and innovate the overall retail footprint in and around M&T Bank Stadium for fans shopping on gamedays and beyond. Fanatics will use its industry-leading fan apparel assortment and on-demand manufacturing capabilities to keep all retail channels stocked with the latest designs and products from top brands and local licensees, which will curate collections unique to the Ravens that celebrate both the culture of Baltimore and the fan base’s passion for the team.
“It’s an incredibly exciting time for the Baltimore Ravens, both on and off the field, and Fanatics is thrilled to expand our partnership together,” said Ed O’Brien, Fanatics SVP of Business Development. “We are proud to be an integral part of the team’s vision to heighten the year-long fan experience at M&T Bank Stadium and are committed to creating a world-class omnichannel retail model that grows with the city and team over time.”
In 2023, Fanatics opened a new state-of-the-art East Coast distribution center in nearby Aberdeen, Md., and its proximity to the stadium will ensure rapid replenishment of inventory across team stores and faster delivery of online orders to local fans.
Fanatics is the NFL’s official e-commerce partner and now has direct e-commerce partnerships with 28 NFL clubs. The Ravens are the company’s 14th NFL partner for which Fanatics operates both its e-commerce and in-venue retail businesses.