Friday, 20 May 2016
European Tour extends Official Retail Partnership with Fanatics  (European Tour)
European Tour extends Official Retail Partnership with Fanatics (European Tour)

The European Tour and multi-channel retail partner Fanatics, have today announced an extensive long-term deal which extends Fanatics’ position as Official Retail Partner for the European Tour and Ryder Cup Europe for the next seven years.

Fanatics will operate as the exclusive on-course retailer at selected European Tour events, with the first of its wholly managed event retail sites now open at this week’s Dubai Duty Free Irish Open Hosted by the Rory Foundation at The K Club, County Kildare.

It will also operate the on-course merchandise stores at the BMW PGA Championship, Aberdeen Asset Management Scottish Open and British Masters supported by Sky Sports. 

On-course and online stores will continue to offer own-brand products for both European Tour and Ryder Cup events with other retail brands incorporated on an appropriate and event-by-event basis.

Fanatics already operates as an e-commerce and retail partner for a series of globally recognised sports brands, including F1, The Wimbledon Championships, RFU, Tour de France, NBA and NFL and today’s announcement follows the success of on-course and e-commerce facilities provided at The 2014 Ryder Cup at Gleneagles and at last year’s Solheim Cup in Germany.

The deal extends exclusivity to Fanatics for the supply and distribution of the European Tour and Ryder Cup Europe’s own-label products and as Official Online Retailer for both brands in the UK and Europe. As part of the deal, a new European Tour online store was launched last week with mobile stores to follow.  Fanatics, who will operate as Exclusive Retailer at the 2018 and 2022 Ryder Cups, will also deliver a French-language Ryder Cup site for launch in 2017.  

Tim Hunt, Head of Marketing, said: “Fanatics have proven themselves to be an extremely valuable partner on The Ryder Cup and I am delighted that we have been able to extend our agreement, to now include our European Tour retail activity and The 2018 and 2022 Ryder Cups. Aligning ourselves with world class partners is a key aspect of our commercial growth and I look forward to developing what is already a successful partnership.”

Fanatics’ international President, Andy Anson said: “We already enjoy a strong and productive relationship with the European Tour and Ryder Cup Europe but the extension to our partnership is particularly exciting because it endorses our commitment to offering best-practice retail solutions to major international brands.

"As a licensed partner, our aim is to provide a world-class experience for international golf fans, either at the events themselves or online. This relationship is particularly exciting for us because it is complimented by a similar association for us in the USA with the PGA of America.”

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