The Minnesota Wild have scored big by joining forces with Fanatics, a prominent sports merchandise provider, to revamp the retail experience for their loyal fanbase. This new long-term partnership sees Fanatics stepping in as the primary retail partner for the team, managing all physical retail outlets at the Xcel Energy Center and also taking over the reins of the online store, HockeyLodge.com. The goal? To deliver Wild supporters a seamless shopping experience, whether they’re browsing on the web, using their mobile devices, or attending thrilling games at the arena.
Previously, Fanatics already powered the Wild’s official e-commerce platform through its NHL partnership. However, this expanded collaboration goes above and beyond by integrating both online and in-arena retail operations. This move promises to ensure a consistent and enjoyable shopping journey for fans, with a plethora of Wild-themed merchandise at their fingertips, both virtually and in-person.
Carin Anderson, the Minnesota Wild’s Senior Vice President of Corporate Partnerships and Retail Management, expressed her excitement about this new venture. She highlighted the enhanced experience awaiting fans online and at the now upgraded Xcel Energy Center store, promising a richer selection and increased availability of their favorite team’s gear. With Fanatics investing significantly in sprucing up retail spaces at the arena, including stores and kiosks, fans can look forward to an optimized shopping experience during every game and event.
Fanatics’ extensive partnership with the NHL ensures Wild fans will have access to an expanded range of top-quality team merchandise. As the official provider for on-ice uniforms this season, fans can get their hands on the same Fanatics-branded, Made-in-Canada jerseys worn by their beloved players during games, a rare opportunity that hasn’t been available for over a decade. Additionally, along with Fanatics-branded products, fans can expect offerings from renowned brands like Mitchell & Ness, New Era, WinCraft, and local favorites such as UNRL, SotaStick, and Levelwear, creating a diverse and appealing shopping experience.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, conveyed his enthusiasm for this new partnership, emphasizing the significance of hockey in Minnesota’s culture. With a commitment to delivering an unparalleled retail experience, Fanatics aims to help fans celebrate the game and proudly support their team, both on game days and beyond.
Fanatics has been hard at work enhancing The Hockey Lodge, the Wild’s flagship retail store, with upgrades and renovations over the past few months. The store is gearing up to host a grand opening event on September 21 at 11 a.m., coinciding with the launch of the new portfolio of authentic and replica jerseys for fans to swoon over.
By teaming up with Fanatics, the Minnesota Wild now join a select group of NHL teams benefitting from a comprehensive partnership covering in-venue and e-commerce retail. This move places them alongside other Minnesota sports entities like the NBA’s Timberwolves, the WNBA’s Lynx, the NFL’s Vikings, and the University of Minnesota Athletics, all of whom have found success in their collaborations with Fanatics.