The Minnesota Wild have forged a new alliance with Fanatics, a renowned global sports platform specializing in licensed sports merchandise, to revolutionize the retail encounter for fans at the Xcel Energy Center. Effective immediately, Fanatics takes on the role of the team’s official end-to-end retail companion, overseeing all physical retail outlets at the arena and managing the online store HockeyLodge.com. This collaboration aims to construct a cohesive omnichannel shopping journey for Wild supporters.
Previously, Fanatics energized the Wild’s official e-commerce site through its NHL-wide partnership. This bolstered agreement now merges both online and in-arena retail activities, guaranteeing a seamless shopping experience whether fans are perusing virtually, on their mobile devices, or attending games. Carin Anderson, the Minnesota Wild’s Senior Vice President of Corporate Partnerships and Retail Management, expressed her excitement about this fresh partnership, reassuring fans of an enriched online and in-store experience at the revamped Xcel Energy Center shop, promising an expanded array and improved availability of beloved team merchandise.
Fanatics will make substantial investments to upgrade the retail spaces at the Xcel Energy Center, including stores, kiosks, and other interaction points. These enhancements are tailored to enhance the shopping experience during games and events. By amalgamating e-commerce and in-venue retail, Fanatics strives to provide a uniform and convenient shopping environment for all enthusiasts.
Through its strong licensed apparel partnership with the NHL, granting rights to conceive, produce, and distribute all categories of genuine and replica jerseys, along with various fan attire and headgear, Fanatics will present Wild fans with an extended range of premium team merchandise. Starting this season, Fanatics becomes the NHL’s official provider for on-ice uniforms. Fans will now have the opportunity to acquire the same Fanatics-branded, Canadian-made on-ice jerseys worn by the players during games, a chance not available for over a decade.
Aside from Fanatics-branded products, the retail selection will encompass apparel, headwear, hard goods, and lifestyle items from esteemed brands like Mitchell & Ness, New Era, WinCraft, and local favorites such as UNRL, SotaStick, and Levelwear. Ed O’Brien, Fanatics’ Senior Vice President of Business Development, conveyed his enthusiasm about becoming the Wild’s official omnichannel retail partner, recognizing hockey’s significance in Minnesota’s ethos. He reasserted Fanatics’ commitment to delivering an unparalleled shopping experience, enabling fans to revel in the game and fervently support their team on and off the ice.
In recent months, Fanatics has been executing upgrades and enhancements to The Hockey Lodge, the franchise’s primary retail outlet. The store is primed to unveil its refurbished look at a grand opening event on September 21 at 11 a.m., coinciding with the introduction of Fanatics’ new lineup of genuine and replica jerseys for fans. With this collaboration, the Minnesota Wild joins the league of NHL teams for which Fanatics manages both in-venue and e-commerce retail. This partnership further solidifies Fanatics’ presence in Minnesota sports, adding to its affiliations with the Timberwolves, Lynx, Vikings, and the University of Minnesota Athletics.
