The Minnesota Wild and Fanatics have inked a new partnership deal to take the retail experience to the next level at the Xcel Energy Center. With Fanatics, a prominent global sports platform renowned for licensed sports merchandise, stepping in as the official end-to-end retail partner for the Wild, fans can expect a fresh and improved shopping journey both in-store and online.
In a move aimed at creating a seamless and unified shopping experience, Fanatics will now manage all physical retail outlets at the Xcel Energy Center and oversee operations of the online store HockeyLodge.com. This collaboration not only integrates online and in-arena retail operations but also sets out to enhance the overall omnichannel shopping experience for Minnesota Wild supporters.
Carin Anderson, Senior Vice President of Corporate Partnerships and Retail Management at the Minnesota Wild, expressed great excitement about the partnership. She emphasized that fans can look forward to an enhanced shopping experience with a wider selection and increased availability of their favorite team merchandise, both at the stadium store and online at HockeyLodge.com.
One of the key highlights of this partnership is Fanatics’ commitment to invest significantly in upgrading the retail spaces at the Xcel Energy Center. By enhancing stores, kiosks, and various touchpoints, the aim is to optimize the shopping experience for fans during games and events. Through this collaboration, Fanatics strives to offer a consistent and convenient shopping environment for all Wild supporters, whether they are browsing online or attending games in person.
With Fanatics holding an extensive licensed apparel partnership with the NHL, Wild fans can anticipate an expanded range of top-quality team merchandise. This season, Fanatics is set to become the official provider for on-ice uniforms in the NHL, allowing fans the unique opportunity to purchase the same Fanatics-branded, Made-in-Canada jerseys worn by the players during games.
The retail offerings will not only feature Fanatics-branded products but also include a variety of apparel, headwear, hard goods, and lifestyle items from renowned brands like Mitchell & Ness, New Era, and Minnesota-based WinCraft. The lineup will also showcase local favorites such as UNRL, SotaStick, and Levelwear, offering fans a diverse range of options to show their support for the Minnesota Wild.
Ed O’Brien, Senior Vice President of Business Development at Fanatics, shared his excitement about the partnership and emphasized the significance of hockey in Minnesota’s culture. He reiterated Fanatics’ dedication to providing an unparalleled retail experience that allows fans to celebrate the game and proudly represent their team not only on game days but beyond.
As part of the partnership, Fanatics has been working on upgrading and renovating The Hockey Lodge, the Wild’s flagship retail location. The store is gearing up for a grand opening event scheduled for September 21 at 11 a.m., where fans can witness the unveiling of the new portfolio of authentic and replica jerseys in collaboration with the NHL.
The Minnesota Wild now join the ranks of NHL teams for which Fanatics spearheads both in-venue and e-commerce retail operations, further solidifying Fanatics as a key player in the sports merchandise realm. This partnership also adds the Wild to the list of Minnesota-based sports organizations collaborating with Fanatics, including the Timberwolves, Lynx, Vikings, and the University of Minnesota Athletics.
