Fanatics has secured an extensive omnichannel retail and merchandising partnership with the R&A, the governing body for golf outside of the USA and Mexico. This long-term agreement encompasses e-commerce, event and physical retail, memorabilia, and licensing rights for The Open and AIG Women’s Open.
Under the deal, Fanatics will manage the largest-ever range of merchandise for these events, including headwear, apparel, lifestyle wear, and limited-edition collections. The company has also relaunched the official online R&A Shop and now operates The Open Shop in St Andrews. Moreover, Fanatics will handle event retail annually, including at the upcoming 152nd Open at Royal Troon and the AIG Women’s Open at St Andrews.
Stephen Dowling, Fanatics’ president of international, expressed enthusiasm for the partnership, stating: “The Open is one of the most prestigious championships in all of sport, reaching fans in more than 190 countries around the world, and we are delighted to have the opportunity to serve fans both attending in person, and showing their support from across the globe.”
Neil Armit, Chief Commercial Officer at The R&A, highlighted Fanatics’ e-commerce expertise as a key factor in their selection, looking forward to enhancing the retail experience for fans globally. Chris Smith, senior director at Fanatics, emphasized the opportunity to provide a unique shopping experience for golf enthusiasts worldwide, leveraging the company’s experience and technology.
