The Minnesota Wild, a prominent NHL team, has recently forged a long-term collaboration with Fanatics, a top-tier global digital sports platform focusing on licensed sports merchandise. The goal is to revolutionize the retail experience for Wild fans, both online and in-person at the Xcel Energy Center. Fanatics, now the official end-to-end retail partner for the team, will manage all physical retail locations at the arena and oversee operations of the team’s online store, HockeyLodge.com.
Formerly powering the Wild’s official e-commerce site through its NHL partnership, Fanatics has now expanded its role to encompass both online and in-arena retail operations. This move ensures a seamless shopping experience for fans, whether they are perusing merchandise online, on mobile devices, or attending games in person.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, expressed great excitement about the partnership. She highlighted the enhanced experience fans can expect both online and at the upgraded Xcel Energy Center store, promising a wider variety and greater availability of their favorite team gear.
As part of the agreement, Fanatics will be making substantial investments in upgrading the retail spaces at the Xcel Energy Center. These enhancements will aim to optimize the shopping experience during games and events, providing fans with a consistent and convenient retail environment.
Fanatics, known for its extensive licensed apparel partnership with the NHL, will offer Wild fans an extended range of high-quality team merchandise. Starting this season, Fanatics will become the official provider for on-ice uniforms in the NHL, giving fans the unique opportunity to purchase the same on-ice jerseys worn by their favorite players during games.
In addition to Fanatics-branded products, the retail offerings will include apparel, headwear, hard goods, and lifestyle items from renowned brands like Mitchell & Ness, New Era, local WinCraft, and beloved Minnesota favorites UNRL, SotaStick, and Levelwear, among others.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, expressed his anticipation at becoming the official omnichannel retail partner of the Wild. He emphasized the significance of hockey in Minnesota’s culture and reiterated Fanatics’ dedication to providing fans with an unparalleled shopping experience to celebrate the game and show unwavering support for their team, both on and off the ice.
Fanatics has been actively implementing upgrades and renovations to The Hockey Lodge, the Wild’s flagship retail location, in recent months. The store is gearing up for a grand opening event on September 21 at 11 a.m., coinciding with the unveiling of the new authentic and replica jersey lineup by the NHL and Fanatics.
By partnering with Fanatics, the Minnesota Wild join the ranks of other sports organizations in Minnesota that have teamed up with the retail giant, such as the NBA’s Timberwolves, the WNBA’s Lynx, the NFL’s Vikings, and the University of Minnesota Athletics. This collaboration looks to elevate the retail experience for Wild fans to new heights, both in-store and online.
