Miami Marlins sign with gear distributor Fanatics to boost merchandise sales
The Miami Marlins have chosen Fanatics as its official merchandise distributor, a deal the team hopes will jolt its retail sales.
As part of the deal, Fanatics will control almost every aspect of Marlins merch sales. The Marlins say this will create an easier and more consistent experience for fans across both online and brick-and-mortar stores. Fanatics will also help the team market a series of “value-priced” merchandise aimed at cost-conscious fans.
Marlins chief revenue officer Adam Jones called the move an important step in the third year of the Marlins’ ownership under Derek Jeter, who was elected to the Hall of Fame Tuesday.
“We want to make sure that no matter where our fans are shopping, that they’re getting a consistent retail offering, with [consistent] pricing,” Jones said. “Having one operator on both channels—that’s what most retail brands have moved towards, and that’s what we’re getting through this partnership.”
Fanatics’ president of business affairs Gary Gertzog said the company was looking forward to working more closely with the Marlins, having already handled parts of its online business.
“We view the Marlins as a team on the rise, and one having a progressive approach to business,” he said.
The Marlins are the fourth MLB club to sign a so-called omni-channel deal with Fanatics. Financial terms of the 10-year deal were not disclosed.
