A&M and Fanatics join forces for 10-year partnership – Texas A&M Athletics
BRYAN-COLLEGE STATION (Texas A&M today) –Texas A&M University and Fanatics, a leading distributor of licensed sports products, today announced an exclusive 10-year partnership that will significantly increase the selection and assortment of licensed Aggie products.
The deal was timed to coincide with the launch of Texas A & M’s 12thManShop.com which will leverage Fanatics’ extensive e-commerce and mobile retail capabilities, along with assortments of fan gear and apparel, to deliver one of the broadest assortments of Aggies products ever.
To celebrate the new partnership, Texas A&M and Fanatics are offering 12% off and free shipping on whole orders using the code “12THMAN” on 12thManShop.com. A portion of each sale goes to support university scholarships and athletic excellence.
As part of the agreement, Fanatics obtains the exclusive rights to design, manufacture and distribute Aggie products to students, fans and alumni on certain retail channels. The assortment, which begins rolling out this fall, will include fan clothing for men, women and children. Fanatics’ on-demand manufacturing capabilities will allow the university to also offer unique product lines capitalizing on trends and special graphics for College Station and the Aggie fan base.
“We are excited about the future of our e-commerce initiatives as part of our new partnership with Fanatics,” said Shane Hinckley, vice president of brand development at Texas A&M. “Fanatics now represent the university in the fan products industry. They will therefore offer special collections, exclusive access to new product offers and manage our official store. They strive to ensure that the consumer experience is authentic in Texas. A&M brand and they are a powerful partner in helping to maximize the reach of our brand. “
As part of the new agreement, Texas A&M will continue its partnership with adidas as a supplier of performance products and fan-specific merchandise for the Aggies’ track programs. The Collegiate Licensing Company (CLC) negotiated the licensing elements of this agreement on behalf of the university.
“Texas A&M has one of the largest active fan and supporter bases in the world, and we are thrilled with this collaborative partnership that is creating a more meaningful shopping experience for Aggie fans and alumni across the country. and around the world, ”Derek said. Eiler, Executive Vice President of Fanatics. “With this new progressive model, Fanatics will offer a significantly expanded assortment of trending products in real time for all Aggies around the world.”
A key aspect of the partnership is Fanatics’ commitment to the development and engagement of students at Texas A&M, including in classrooms and presentations by company executives. The Mays Business School Center for Retailing Studies named Fanatics as its “Retailer of the Year 2020” and welcomed Fanatics Global Co-Chair Jack Boyle, who addressed the students.
Texas A&M Athletics officials have said they are delighted with this new partnership.
“Fanatics’ cutting-edge technology and innovation is a perfect fit with the Texas A&M brand,” said Michael Thompson, deputy director of sports for Texas A&M. “We are impatient to 12thManShop.com being the destination for Aggies around the world to show off their Texas A&M spirit. “
In addition to Texas A&M, Fanatics holds similar partnerships with professional partners, as well as academic partners including University of Notre Dame, University of Florida, University of Tennessee, University of Oklahoma, l ‘University of Minnesota, University of Oregon and University of Miami.