The Minnesota Wild have kicked off a new era of fan merchandise shopping by joining forces with the renowned global sports platform, Fanatics. This groundbreaking partnership marks a significant shift in the way fans of the Wild access and enjoy team merchandise, both at the Xcel Energy Center and on the official online store, HockeyLodge.com.
Fanatics, well-known for its digital prowess and extensive range of licensed sports merchandise, has taken the reins as the official retail partner of the Minnesota Wild. This endeavor seeks to elevate the retail experience for fans, offering a seamless and engaging shopping experience that extends across all channels. Whether fans are perusing online, on mobile devices, or browsing in person at the arena, the aim is to provide a unified and convenient shopping experience for every Wild enthusiast.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, expressed excitement about the collaboration with Fanatics. She highlighted the enhanced experience awaiting fans, both online and in-store at the revamped Xcel Energy Center shop, promising a wider range and increased availability of their favorite team merchandise.
As the partnership unfolds, Fanatics is poised to make substantial investments in upgrading the retail spaces at the Xcel Energy Center, including stores, kiosks, and various touchpoints. These enhancements are designed to optimize the shopping experience during games and events, ensuring that fans can easily access and purchase their preferred Wild merchandise.
Fanatics’ extensive licensed apparel partnership with the NHL brings a wealth of benefits for Wild fans, including an expanded selection of high-quality team merchandise. Introducing a new provider for on-ice uniforms this season, Fanatics will offer fans the opportunity to acquire authentic, Made-in-Canada jerseys identical to those worn by players during games, a first in over a decade.
Beyond the Fanatics-branded products, the retail offerings will encompass apparel, headwear, hard goods, and lifestyle items from renowned brands like Mitchell & Ness, New Era, and Minnesota-based WinCraft, as well as local favorites UNRL, SotaStick, and Levelwear, among others.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, expressed enthusiasm about the partnership with the Wild, highlighting the cultural significance of hockey in Minnesota and emphasizing Fanatics’ dedication to delivering an unparalleled retail experience. The focus remains on ensuring that fans can celebrate the game and proudly support their team, both on game days and throughout the year.
In recent months, Fanatics has been diligently working on upgrades and renovations to The Hockey Lodge, the flagship retail location of the Wild. The store is gearing up to host a grand opening event on September 21, coinciding with the launch of the new collection of authentic and replica jerseys for Wild fans.
With this alliance, the Minnesota Wild becomes the third NHL team under Fanatics’ omnichannel retail umbrella, aligning with a lineup of Minnesota-based sports organizations, including the NBA’s Timberwolves, the WNBA’s Lynx, the NFL’s Vikings, and the University of Minnesota Athletics, all united in providing fans with top-notch merchandise experiences.
