The Minnesota Wild have recently announced a groundbreaking partnership with Fanatics, a global leader in digital sports platforms and licensed sports merchandise providers. This long-term collaboration aims to transform the retail experience for Wild fans by integrating the team’s physical and online retail operations. Fanatics, known for its vast array of licensed sports merchandise, will now manage all retail locations at the Xcel Energy Center and oversee the team’s online store, HockeyLodge.com, creating a unified shopping experience for fans.
Carin Anderson, the Senior Vice President of Corporate Partnerships at the Minnesota Wild, expressed excitement about the enhanced retail experience that fans can expect both online and at the Xcel Energy Center. With an increased variety and availability of team merchandise, fans are sure to enjoy the upgraded retail spaces at the arena. Fanatics’ significant investment in improving the retail locations aims to offer a seamless and consistent shopping experience, whether fans are attending games or browsing online.
The partnership also highlights Fanatics’ exclusive rights within the NHL, allowing them to design, manufacture, and distribute a wide range of Wild merchandise, including authentic jerseys, fan apparel, and headwear. As the NHL’s official provider for on-ice uniforms, fans will now have access to the same jerseys worn by players during games, produced by Fanatics in Canada. The retail offerings will not only include Fanatics-branded products but also feature items from other top brands like Mitchell & Ness, New Era, WinCraft, UNRL, SotaStick, and Levelwear.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, reiterated the company’s commitment to providing an unparalleled retail experience for Wild fans. The partnership aims to celebrate Minnesota’s hockey culture and offer fans a convenient shopping environment to support their team passionately, both on game days and beyond. With upgrades and enhancements already underway at The Hockey Lodge, the flagship retail location for the Wild, fans can look forward to a grand opening event on September 21, coinciding with the launch of the new authentic and replica jerseys.
The collaboration between Fanatics and the Minnesota Wild cements the team’s position as the third NHL franchise to benefit from Fanatics’ omnichannel retail operations. Joining other Minnesota-based sports organizations partnered with Fanatics, such as the Timberwolves, Lynx, Vikings, and the University of Minnesota Athletics, the Wild are poised to offer fans an unparalleled shopping experience that celebrates their passion for the team.
