Walmart partners with Fanatics to sell sports apparel for fans online
Category: #retail  By Paroma Bhattacharya  Date: 2019-01-31
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Walmart partners with Fanatics to sell sports apparel for fans online

The deal with Fanatics will help create a unique experience for customers to easily find specialty sports items

Walmart has announced that it has entered into a long-term deal with Fanatics, a major licensed sports apparel retailer, for introducing a specialty fan gear shop on Walmart.com. The move is allegedly aimed for attracting sports fans just before the upcoming Super Bowl game. 

The Fan Shop by Fanatics recently started to offer hundreds of thousands of items such as hats, jerseys and collectibles from professional sports competitions, sources familiar with the matter informed. Teaming up with a giant merchandiser like Walmart could supposedly help Fanatics reach the largest number of customers.

Eric O’Toole, Walmart U.S. eCommerce’s Sports and Fitness general manager, mentioned that Walmart.com is now offering over 75 million items and the specialty items segment, which are harder to find, is where the platform will grow. The partnership with Fanatics is part of the company’s ongoing commitment towards creating specialized and unique experiences on Walmart.com, that make it easier for customers to find items they are looking for, O’Toole said.

Sources further stated that Walmart has increased investments in its e-commerce platform business after it bought Jet.com in 2016 and hired Marc Lore, its U.S. e-commerce chief executive. Various steps have been undertaken by the company, such as the acquisition of more digitally native brands, website redesigns as well as expansion of product assortments and partnerships similar to the one with Fanatics.

All these initiatives are mostly made in an attempt to keep Amazon at bay, sources believe. It is estimated that the efforts of Walmart have been successful, with its sales in the second quarter of 2018 growing the highest in more than a decade. Allegedly, the most recent quarter saw a 43% increase in Walmart’s ecommerce sales.

Fanatics, apparently, had announced a 10-year long partnership last year inked with the National Football League (NFL) and Nike to have exclusive consumer product licensing rights for manufacturing and distributing Nike NFL merchandise. It had also confirmed about 650 outlets within J.C. Penney stores in the previous year.



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Paroma Bhattacharya

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Paroma Bhattacharya

Paroma currently works as a content developer for Algosonline, MSF and a series of alike platforms. Fortified with a post-graduation degree in Journalism and Mass Communication, she delved head long into a writing career, creating resourceful and information enriched ...

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