The Minnesota Wild have scored big with a new long-term partnership with Fanatics, a renowned global digital sports platform. As a leading provider of licensed sports merchandise, Fanatics is set to revolutionize the retail game for Wild fans by enhancing the shopping experience both at the Xcel Energy Center and online at HockeyLodge.com.
Fanatics, already powering the Wild’s official e-commerce site through its broader NHL partnership, is now taking the reins on all physical retail locations at the Xcel Energy Center. This expanded collaboration aims to provide Wild enthusiasts with a seamless omnichannel shopping experience, whether they’re browsing online, on mobile devices, or attending electrifying games at the arena.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, is thrilled about this exciting new venture. She promises fans an upgraded experience both online and at the revamped Xcel Energy Center store, featuring a wider variety and increased availability of their beloved team merchandise.
In a significant move, Fanatics is investing substantially to upgrade retail spaces at the Xcel Energy Center, including stores, kiosks, and other touchpoints. These enhancements are tailored to optimize the shopping experience during games and events, providing fans with a consistent and convenient retail environment.
As part of Fanatics’ licensed apparel partnership with the NHL, Wild fans can expect an expanded range of high-quality team merchandise. This includes authentic and replica jerseys, fan apparel, headwear, and more. Starting this season, Fanatics will also be the official provider for on-ice uniforms, offering fans the chance to get their hands on the same jerseys worn by their favorite players during games.
Beyond Fanatics-branded products, the retail offerings will feature items from other top brands like Mitchell & Ness, New Era, as well as local favorites such as WinCraft, UNRL, SotaStick, Levelwear, and many more. This diverse selection ensures that fans have a plethora of options to choose from when showing their support for the Wild.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, echoes the excitement surrounding this partnership. Highlighting the significance of hockey in Minnesota’s culture, O’Brien emphasizes Fanatics’ commitment to delivering an unparalleled retail experience. The goal is to enable fans to revel in the game and showcase their team pride not just on game days but also in their everyday lives.
In recent months, Fanatics has been hard at work upgrading and renovating The Hockey Lodge, the Wild’s flagship retail location. The store is gearing up for a grand opening event on September 21 at 11 a.m., coinciding with the launch of the new portfolio of authentic and replica jerseys for fans to enjoy.
By partnering with Fanatics, the Minnesota Wild now join the ranks of NHL teams benefitting from Fanatics’ expertise in both in-venue and e-commerce retail. This collaboration solidifies Minnesota’s strong connection with Fanatics, as other local sports organizations like the Timberwolves, Lynx, Vikings, and the University of Minnesota Athletics have also embraced partnerships with the renowned sports merchandise provider.
