The NFL has signed a new multi-year agreement with Fanatics, making the company its official retail operations partner across the league’s biggest global events.
The deal covers flagship properties including the Super Bowl, NFL Draft, Kickoff, International Games, Pro Bowl, Scouting Combine, and other major activations such as the upcoming game in Paris.
Under the agreement, Fanatics will manage all official NFL Shop retail operations on-site at stadiums and surrounding fan zones in host cities. This includes building and operating a network of superstores, kiosks, and temporary retail locations designed to streamline and expand the fan shopping experience.
The partnership is set to debut in expanded form at the 2026 NFL Draft in Pittsburgh, where more than 10 retail points of sale will be deployed across key event areas.
Fanatics already serves as the NFL’s e-commerce partner and works with 29 franchises on merchandise distribution. This new deal significantly expands its footprint into live-event retail operations.
For the NFL, the move reflects a broader strategy of turning major events into fully integrated commercial experiences, where merchandising plays a central role in both fan engagement and revenue generation.