The Minnesota Wild have embarked on a new era of retail innovation with their long-term partnership with Fanatics, a prominent digital sports platform specializing in licensed sports merchandise. This collaboration is aimed at revolutionizing how fans engage with the team’s merchandise, both at the Xcel Energy Center and online at HockeyLodge.com.
Fanatics has been driving the Wild’s e-commerce platform through its NHL partnership, but this expanded agreement means that the digital sports platform will now oversee all in-arena and online retail operations. The objective is to create a seamless and immersive shopping experience for Wild supporters across all channels, whether they are browsing from the comfort of their homes or attending electrifying games at the arena.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, is enthusiastic about the opportunities this collaboration brings. With a promise of enhanced retail experiences, fans can expect a wider array of merchandise options, both online and in the upgraded physical store at the Xcel Energy Center.
With a focus on upgrading retail spaces at the Xcel Energy Center, Fanatics is set to invest significantly in enhancing the overall shopping experience for fans. The goal is to provide a consistent and convenient retail environment that amplifies the excitement of being a Wild supporter, whether during games or while shopping online.
Fanatics’ partnership with the NHL grants them the rights to design, produce, and distribute various types of authentic team merchandise, including jerseys, apparel, and headwear. Wild fans will also have access to a diverse range of products from renowned brands like Mitchell & Ness, New Era, and local favorites such as WinCraft, UNRL, SotaStick, and Levelwear.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, echoes the excitement surrounding this partnership. The significance of hockey in Minnesota’s culture is not lost on Fanatics, and they are dedicated to delivering an unmatched retail experience that allows fans to immerse themselves in the game and demonstrate unwavering support for their team.
The Hockey Lodge, the Wild’s flagship retail store, has undergone significant renovations in the past few months in preparation for a grand reopening event on September 21. This event will coincide with the launch of the new collection of authentic and replica jerseys designed by Fanatics, including on-ice jerseys made in Canada that fans can now purchase.
By teaming up with Fanatics, the Minnesota Wild join the ranks of other sports organizations in Minnesota that have entrusted their retail operations to this leading digital sports platform. With a solid track record of providing top-tier fan experiences, Fanatics aims to elevate the Wild fanbase’s overall retail journey, ensuring that every supporter can proudly showcase their team spirit, whether at the arena or in their daily lives.
