Fanatics and the Bills have struck a deal allowing Fanatics to operate e-commerce globally for the team, replacing Legends. It’s the sports merchandise giant’s 29th NFL team deal.
Revenue projections, guarantees and other deal terms were not disclosed, but the Bills have the makings of a substantial business driver for Fanatics. Buffalo is one of the smallest markets in the league, but is a top-tier national TV draw and has a social media following in the top third of the NFL by most metrics. Better monetizing fans outside of the Buffalo market, including in southern Ontario, is a key part of the team’s business strategy.
As part of the launch of the relationship, Fanatics offered discounts to buyers today, including a free-shipping deal for Canadian buyers.
The deal does not include brick-and-mortar retail at the team’s new Highmark Stadium, set to open this year. Legends will continue to run that as part of is comprehensive relationship with the Bills around planning, selling and servicing the $2.2B outdoor venue.
