Minnesota Vikings and Fanatics agree on 10-year omnichannel merchandise and retail partnership

The Minnesota Vikings of the NFL have inked a ten-year deal with Fanatics that would make the latter its omnichannel partner as well as the operator of its e-commerce, mobile and physical retail operations.

With the deal, the Vikings becomes Fanatics’ tenth omnichannel partner.

Fanatics, which is already the official e-commerce partner of the NFL with individual partnerships with 27 NFL teams, takes over Viking's brief from rival Legends.

Fanatics has already relaunched the Vikings online store using the firm’s in-house cloud commerce platform (CCP), promising enhanced customer experience and expanded payment options.

Additionally, Fanatics will invest in the renovation of the NFL team’s three store locations at Minnesota’s Mall of America, US Bank Stadium, and the Viking Lakes development in Eagan.

Ed O’Brien, senior vice president of business development and strategy at Fanatics, revealed that they've worked closely with the team to create a comprehensive retail offering that provides the widest assortment of on-trend, quality merchandise.

Martin Nance, chief marketing officer of the Minnesota Vikings, added that fans will see a deeper selection, increased availability, and the most up-to-date trends in all Vikings gear.