Dallas Cowboys get new online store in ten-year Fanatics merchandise deal
- New ecommerce site is powered by Fanatics’ cloud commerce platform
- Online shop with all jersey categories, women’s clothing and lifestyle equipment
- Cowboys merchandise was bought by fans in over 120 different countries in 2021
The US sporting goods giant Fanatics has signed an exclusive ten-year merchandising partnership with the Dallas Cowboys of the National Football League (NFL).
As part of the new partnership, Fanatics launched a new online and mobile shop for the Cowboys that went live on September 17th.
Fanatics will offer a range of Cowboys team gear and merchandise, including all jersey categories, womenswear and lifestyle products. The company is also able to create new merchandise upon request in response to moments during the NFL season, including new and trending players.
The e-commerce platform and mobile website are powered by Fanatics’ cloud commerce platform (CCP) and offer users a customized experience as well as real-time push notifications to alert fans to new product enhancements.
The Cowboys and Fanatics intend to create co-branded marketing and advertising opportunities in the Cowboys Shop on the team’s broadcast and digital platforms, as well as at the team’s global headquarters, The Star Practice Facility, and the AT&T Stadium on match days.
The decision to partner with Fanatics means a change of course for the cowboys who previously operated their own e-commerce platform.
Jack Boyle, Fanatics Global President of Direct to Consumer, said, “The Cowboys have long run their own e-commerce business as part of their overall merchandise distribution and we look forward to offering an incredible range of real-time fan gear that loyal cowboys are easily accessible via this new, technology-driven e-commerce platform. “
The Cowboys are the NFL’s most valuable franchise, priced at $ 6.9 billion, according to Sportico.
This year, Cowboys merchandise has been sold to fans in over 120 different countries through the Fanatics website network.
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