The Minnesota Wild has taken a bold leap into the future of fan merchandise shopping by announcing a long-term partnership with Fanatics. This collaboration brings together the leading digital sports platform with one of the NHL’s most passionate fan bases to create a seamless and exciting retail experience for Wild enthusiasts.
Fanatics, known for its extensive range of licensed sports merchandise, will now oversee all retail operations at the Xcel Energy Center, as well as manage the team’s online store, HockeyLodge.com. This move aims to provide fans with a unified shopping experience, whether they are browsing merchandise online, on mobile devices, or at the arena during games and events.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, expressed her excitement about the partnership, emphasizing the enhanced shopping experience that fans can expect both online and at the upgraded Xcel Energy Center store. With a wider variety and increased availability of team merchandise, Wild supporters are in for a treat.
Fanatics will make significant investments in upgrading the retail spaces at the Xcel Energy Center, including stores, kiosks, and other touchpoints, to optimize the shopping experience for all fans. By integrating e-commerce and in-venue retail, Fanatics aims to offer a consistent and convenient shopping environment that caters to the needs of every Wild fan.
Expanding their partnership with the NHL, Fanatics will now offer Wild fans an even broader range of high-quality team merchandise, including authentic and replica jerseys and fan apparel. As the official provider for on-ice uniforms starting this season, fans will have the exclusive opportunity to purchase the same jerseys worn by their favorite players during games, enhancing the connection between the team and its supporters.
In addition to Fanatics-branded products, the retail offerings will feature items from renowned brands like Mitchell & Ness, New Era, and local favorites such as UNRL, SotaStick, and Levelwear. This diverse selection aims to cater to the diverse preferences of Wild fans and provide them with the ultimate shopping experience.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, shared his enthusiasm for the partnership, highlighting the significance of hockey in Minnesota’s culture. He reiterated Fanatics’ commitment to delivering an unparalleled retail experience that allows fans to celebrate the game and proudly support their team, both on game days and beyond.
As part of the collaboration, Fanatics has been working on upgrading and renovating The Hockey Lodge, the team’s flagship retail location at the Xcel Energy Center. The store is gearing up for an exciting grand opening event on September 21, coinciding with the introduction of the new portfolio of authentic and replica jerseys to fans.
In becoming the official omnichannel retail partner of the Wild, Fanatics continues to solidify its presence in the sports merchandise industry. This partnership marks the third NHL team for which Fanatics operates both in-venue and e-commerce retail, strengthening its relationship with sports organizations across Minnesota, including the NBA’s Timberwolves, the WNBA’s Lynx, the NFL’s Vikings, and the University of Minnesota Athletics. With Fanatics leading the charge, Wild fans can look forward to a new era of immersive and enjoyable shopping experiences, both online and at the Xcel Energy Center.
