The Minnesota Wild, known for their exceptional skills on the ice, have now added an extra element of excitement for their fans with a new partnership. Joining forces with Fanatics, a global leader in licensed sports merchandise, the Wild have set out to revolutionize the retail experience for their dedicated supporters. This long-term collaboration brings a fresh approach to how fans interact with and purchase team merchandise, both in-person and online.
Fanatics, already a trusted partner of the NHL, has expanded its role with the Wild to include not just online retail management but also the operation of all physical retail spaces at the Xcel Energy Center. By taking charge of the team’s in-arena retail locations and the online store HockeyLodge.com, Fanatics aims to provide a seamless shopping experience for Wild fans, regardless of their preferred method of browsing and buying.
Carin Anderson, the Senior Vice President of Corporate Partnerships and Retail Management for the Minnesota Wild, is thrilled about the collaboration. She believes that fans will benefit from an improved shopping experience, thanks to a wider range of merchandise options available at the upgraded Xcel Energy Center store and online platform, HockeyLodge.com. The goal is to offer a unified, omnichannel shopping adventure for Wild enthusiasts, blending the best of both physical and digital retail environments.
As part of this partnership, Fanatics will invest heavily in enhancing the retail spaces at the Xcel Energy Center. From transforming stores to updating kiosks and other touchpoints, these upgrades are intended to elevate the shopping experience for fans attending games and events at the arena. By harmonizing the in-venue retail experience with the e-commerce platform, Fanatics hopes to provide fans with a consistent and convenient shopping journey, whether they are cheering from the stands or browsing from the comfort of their homes.
With exclusive rights from the NHL, Fanatics will offer Wild fans an expanded selection of high-quality team merchandise, including authentic jerseys, fan apparel, and headwear. Starting this season, Fanatics will be the official provider of on-ice uniforms for the NHL, allowing fans to purchase the same jerseys worn by their favorite players during games. This marks the first time in over a decade that fans can shop for these authentic Fanatics-branded, Made-in-Canada jerseys.
Beyond Fanatics-branded products, fans can look forward to a diverse range of offerings from other top brands like Mitchell & Ness, New Era, WinCraft, and local favorites such as UNRL, SotaStick, and Levelwear. The retail selection will encompass everything from apparel and headwear to hard goods and lifestyle items, ensuring that Wild supporters have a plethora of options to showcase their team spirit.
Ed O’Brien, the Senior Vice President of Business Development at Fanatics, shares the excitement about this partnership. Highlighting the significance of hockey in Minnesota’s culture, he reaffirms Fanatics’ dedication to providing fans with an unparalleled retail experience. The goal is to enable fans to celebrate the game of hockey and proudly support their team, not just on game days but every day.
Fanatics has been diligently working on elevating The Hockey Lodge, the Wild’s flagship retail store, with upgrades and renovations in recent months. The store is all set to mark its transformation with a grand opening event scheduled for September 21 at 11 a.m. This event coincides with the introduction of the new range of authentic and replica jerseys to fans, showcasing the beginning of a new era in fan merchandise offerings.
By partnering with Fanatics, the Minnesota Wild have joined a select group of sports organizations in Minnesota that have embraced this innovative retail approach. With the Timberwolves, Lynx, Vikings, and the University of Minnesota Athletics already in the Fanatics family, the Wild are in good company as they embark on this retail evolution, aiming to enhance the fan experience both online and in-person at the Xcel Energy Center.
