via press release
NASCAR and NASCAR Team Properties Select Fanatics
to Operate At-Track Merchandise Business
New At-Track Shopping Environment to Provide Fans with Convenience and Wide Selection of High-Quality NASCAR-Branded Merchandise
DAYTONA BEACH, Fla. (January 21, 2015)
– NASCAR, NASCAR Team Properties
(NTP) and Fanatics jointly announced today a 10-year agreement for the
sport’s at-track merchandise business that will deliver fans an
enhanced, experiential shopping environment. As part of the agreement,
Fanatics has acquired certain exclusive rights from
NASCAR and NTP that will make the company the primary retailer of
NASCAR, team and driver merchandise at all 38 NASCAR Sprint Cup Series
race weekends.
Fanatics,
the market leader for officially licensed sports merchandise, powers
the e-stores for hundreds of the top sports leagues, teams and schools,
including a long history running NASCAR’s e-commerce business
(NASCAR.com). The NASCAR at-track deal expands Fanatics’ growing
in-venue partnerships.
The
new trackside retail model will be phased in at NASCAR events over the
course of 2015. It will evolve from using solely haulers for each
specific
team or driver to displaying all merchandise in a climate-controlled
superstore retail environment supported by, in instances, smaller
satellite retail touch points around the track. The new model will have
the following enhanced benefits and added options
for fans:
·
Ability to offer the largest at-track selection of NASCAR merchandise ever
·
Selection to include a major expansion of women’s and kids’ items
·
A more functional way to browse, shop and interact with merchandise
·
Separate stores within the footprint for teams, drivers, memorabilia and collectibles
·
Dedicated area for driver appearances
·
An interactive customization center where fans can create their own personal NASCAR gear
Fanatics
Apparel, the company’s manufacturing and customization division, will
also produce merchandise to complement the already extensive product
line that will be offered by authorized licensees.
“A
merchandise center will provide a more personal, organized, comfortable
and convenient shopping environment for our fans,” said Steve Phelps,
NASCAR executive vice president and chief marketing officer.
“Partnering with an industry leader in Fanatics allows us to offer a
comprehensive and seamless shopping experience for our fans – whether it
is in-venue, online or on mobile devices.”
The
new trackside retail model will utilize the latest innovations and
initiatives in retail promotional design. According to a study conducted
by
Experian Marketing Services (Simmons National Consumer Survey, Fall
Full Year 2013), NASCAR fans are at least 20 percent more likely than
non-fans to notice various types of promotions while shopping,
including: video monitor displays, signs on merchandise
racks or shelves, and advertising on the floor – among others.
“Fanatics
is extremely excited to partner with NASCAR and NASCAR Team Properties
to greatly expand their at-track retail presence,” said Ross Tannenbaum,
president of Fanatics Authentic. “We have taken the time to listen to
what the fans, teams, drivers and NASCAR were asking for and look
forward to using our market-leading scale, technology and production
capabilities to deliver an improved and entertaining
shopping experience for years to come.”
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