Fanatics, Jacksonville, Fla., will operate merchandise sales for Mercedes-Benz Stadium, the new home of the NFL’s Atlanta Falcons and MLS’s Atlanta United expansion soccer club.
The stadium will include a two-story, 9,000-square-foot team store. Fanatics also will operate various stores in the stadium, as well as the team sites for the Falcons and Atlanta United.
“When we looked at Fanatics, they come with so much expertise in this space that we thought establishing a partnership would assure us a much better online experience for our fans, but also in-venue as well,” says Mike Gomes, senior vice president of fan experience for AMB Sports and Entertainment. — M.Q.