The Minnesota Wild have taken a bold step towards enhancing the retail experience for their loyal fans by partnering with Fanatics, a renowned global digital sports platform specializing in licensed sports merchandise. This long-term collaboration aims to revolutionize the way fans engage with and purchase Wild merchandise, both online and in person.
Fanatics, already known for powering the Wild’s official e-commerce site through its NHL partnership, will now oversee all physical retail locations at the Xcel Energy Center and manage the online store HockeyLodge.com. This new partnership promises a seamless shopping experience for Wild enthusiasts, whether they are browsing merchandise online, on mobile devices, or in-person at games and events.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, expressed excitement about the partnership with Fanatics. She highlighted the enhanced experience fans can expect, including a wider variety and increased availability of team merchandise both online and in the upgraded Xcel Energy Center store. This collaboration is set to redefine the retail landscape for Wild fans.
In a move to further elevate the retail spaces at the Xcel Energy Center, Fanatics will be making significant investments in upgrading stores, kiosks, and other touchpoints. These enhancements aim to provide an optimal shopping experience for fans attending games and events. By integrating e-commerce and in-venue retail, Fanatics is dedicated to offering a consistent and convenient shopping environment for all Wild fans.
The partnership will bring an expanded range of high-quality team merchandise to Wild fans, thanks to Fanatics’ licensed apparel partnership with the NHL. From authentic and replica jerseys to a variety of fan apparel and headwear, fans can expect an array of options. Fanatics will also become the NHL’s official provider for on-ice uniforms this season, allowing fans to purchase the same jerseys worn by players during games.
In addition to Fanatics-branded products, the retail offerings will include items from other top brands like Mitchell & Ness, New Era, as well as Minnesota-based WinCraft and local favorites UNRL, SotaStick, and Levelwear. This diverse selection aims to cater to the varied tastes of Wild fans, ensuring there is something for everyone to celebrate their team in style.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, expressed enthusiasm about becoming the official omnichannel retail partner of the Wild. He emphasized the significance of hockey in Minnesota’s culture and reiterated Fanatics’ commitment to providing an unparalleled retail experience for fans to show their support for the team both on game days and beyond.
Fanatics has been diligently working on upgrades and renovations to The Hockey Lodge, the Wild’s flagship retail location, in preparation for a grand opening event on September 21. This event will coincide with the introduction of the new portfolio of authentic and replica jerseys to fans, showcasing the commitment to providing top-quality merchandise and shopping experiences.
With this partnership, the Minnesota Wild joins other esteemed Minnesota-based sports organizations that have already teamed up with Fanatics, including the NBA’s Timberwolves, the WNBA’s Lynx, the NFL’s Vikings, and the University of Minnesota Athletics. Together with Fanatics, the Wild are poised to deliver a new era of retail excellence to their dedicated fan base.
