Fanatics and Minnesota Wild Partnership Enhances Retail Experience

The Minnesota Wild have scored big by teaming up with Fanatics, a powerful force in the world of sports merchandise, to revolutionize the retail landscape for Wild fans. This dynamic partnership brings a fresh wave of energy and excitement to the Xcel Energy Center, the home turf of the Minnesota Wild, as Fanatics steps in as the official end-to-end retail partner. This collaboration extends across all platforms, from the physical retail locations within the arena to the online store HockeyLodge.com, promising Wild enthusiasts an unparalleled shopping experience.

Fanatics isn’t new to the game, having previously powered the Wild’s official online store under its league-wide agreement with the NHL. Now, with an expanded deal in place, they are taking the fan experience to new heights by seamlessly integrating both online and in-arena retail operations. Whether fans are browsing from the comfort of their homes, on-the-go via mobile devices, or catching the action live at games, Fanatics is dedicated to providing a cohesive shopping journey for all Wild supporters.

Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, is thrilled about the prospects of this collaboration. She promises fans an enriched shopping adventure, boasting a wider range and enhanced availability of their favorite team gear both online and at the reinvigorated Xcel Energy Center store. Fanatics plans to invest substantially in upgrading retail spaces within the arena, from stores to kiosks, with the goal of optimizing the shopping experience during events and games. The aim is to create a harmonious blend of e-commerce and in-venue retail for a seamless shopping encounter.

By leveraging its robust partnership with the NHL, Fanatics brings an extensive array of licensed apparel to the table, including authentic and replica jerseys, fan apparel, and headwear. Wild fans can look forward to a broader selection of high-quality team merchandise, with Fanatics now serving as the official provider of on-ice uniforms for the NHL. For the first time in years, fans can snag the same top-notch jerseys worn by the players during games, sporting the iconic Fanatics branding proudly made in Canada.

In addition to the exclusive Fanatics line, the revamped retail offerings will feature a diverse range of products from renowned brands like Mitchell & Ness, New Era, local favorite WinCraft, and beloved Minnesota-based brands such as UNRL, SotaStick, and Levelwear. The amalgamation of these brands promises Wild enthusiasts a treasure trove of options to flaunt their team spirit in style, both at games and in everyday life.

Ed O’Brien, the Senior Vice President of Business Development at Fanatics, echoes the excitement surrounding this partnership, highlighting the deep-rooted hockey culture in Minnesota. He underscores Fanatics’ unwavering commitment to delivering an unmatched retail experience to fans, empowering them to revel in the game and show unwavering support for their team, whether it’s game day or any other day.

Fanatics has been on a mission to revamp The Hockey Lodge, the Wild’s flagship retail hub, implementing upgrades and renovations to elevate the shopping experience. The grand opening event scheduled for September 21 at 11 a.m. will mark the unveiling of the new authentic and replica jersey portfolio, an exciting moment for fans to get their hands on the latest gear.

With the official partnership in place, the Minnesota Wild joins the league of NHL teams benefitting from Fanatics’ expertise in both in-venue and e-commerce retail operations. This collaboration further solidifies Fanatics’ presence in Minnesota, having already partnered with other prominent sports organizations in the state, including the NBA’s Timberwolves, the WNBA’s Lynx, the NFL’s Vikings, and the University of Minnesota Athletics.

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