Texas A&M, Fanatics Team Up For 10-Year Fan Merchandise, E-Commerce Partnership
Texas A&M University and Fanatics, a leading licensed sports merchandiser, today announced an exclusive, 10-year partnership that will significantly elevate the selection and assortment of licensed Aggie products.
The deal was timed to coincide with the launch of Texas A&M’s 12thManShop.com that will tap into Fanatics’ extensive e-commerce and mobile retail capabilities, and overall fan gear and apparel assortments, to provide one of the widest assortment of Aggies merchandise ever offered.
To celebrate the new partnership, Texas A&M and Fanatics are offering 12 percent off and free shipping on entire orders using code “12THMAN” at 12thManShop.com. A portion from every sale goes to support university scholarships and athletic excellence.
As part of the deal, Fanatics gains exclusive rights to design, manufacture and distribute Aggie products to students, fans and former students across select retail channels. The assortment, which begins a rollout this fall, will include men’s, women’s and kids’ fan apparel. Fanatics’ on-demand manufacturing capabilities will allow the university to also feature unique product lines capitalizing on trends and graphics special to College Station and the Aggie fanbase.
“We are excited about the future of our e-commerce initiatives under our new partnership with Fanatics,” said Shane Hinckley, vice president of brand development at Texas A&M. “Fanatics now represents the university in the fan merchandise industry, so they’ll be offering special collections, exclusive access to new product offerings, and they run our official shop. They are working to ensure the experience of the consumer is authentic to the Texas A&M brand and they’re a powerful partner to help maximize our brand reach.”
Under the new arrangement, Texas A&M will retain its partnership with adidas as the provider of performance products and specific fan merchandise for the Aggies’ athletics programs. The Collegiate Licensing Company (CLC) negotiated the licensing elements of this deal on the university’s behalf.
“Texas A&M has one of the largest active fan and supporter bases in the world, and we’re excited about this collaborative partnership that creates a more meaningful shopping experience for Aggie fans and former students across the country and around the world,” said Derek Eiler, executive vice president of Fanatics. “Through this new, progressive model, Fanatics will carry a significantly expanded assortment of real-time, on-trend products for all Aggies everywhere.”
A key aspect of the partnership is Fanatics’ commitment to student development and engagement at Texas A&M, including in the classrooms and presentations from company executives. The Mays Business School Center for Retailing Studies named Fanatics as its 2020 “Retailer of the Year” and hosted Fanatics Global Co-President Jack Boyle, who spoke to students.
Officials from Texas A&M Athletics said they are thrilled with the new partnership.
“Fanatics’ best-in-class technology and innovation is in perfect alignment with the Texas A&M brand,” said Michael Thompson, Texas A&M’s deputy athletics director. “We look forward to 12thManShop.com being the destination for Aggies all over the world to show their Texas A&M spirit.”
In addition to Texas A&M, Fanatics holds similar partnerships with professional partners, as well as college partners including the University of Notre Dame, University of Florida, University of Tennessee, University of Oklahoma, University of Minnesota, University of Oregon and University of Miami.