CHICAGO ¨C Today, the Chicago White Sox and Fanatics announced a landmark long-term partnership for the company to become the team¡¯s official end-to-end, omnichannel retail partner.
Beginning this season, Fanatics assumes operations of the full in-venue retail footprint at Rate Field, expanding on its current e-commerce rights with the team (via its league-wide partnership with Major League Baseball). This new strategic alliance creates a cohesive, premium shopping journey for White Sox fans across all touchpoints, linking the ballpark locations to digital channels.
¡°Fanatics is a globally recognized leader in the retail world, and through this partnership, the White Sox are elevating the fan shopping experience to the next level,¡± said Brooks Boyer, White Sox chief revenue and marketing officer. ¡°Fanatics¡¯ commitment to innovation and technology creates a seamless consumer experience in our team store and beyond.¡±
As a cornerstone of this new deal, Fanatics¡¯ significant investment transforms the fan experience at White Sox games, highlighted by a newly renovated, two-level flagship store spanning more than 12,000 square feet of retail space. Its design immerses guests in the celebrated White Sox history through Chicago-centric design elements, including graphics showcasing its logo transformation since 1900, iconic scoreboard pinwheels, distinctive city skyline, and Chicago flag-inspired accents.
In the flagship store at Rate Field, fans now have access to an unprecedented assortment of team merchandise, including Nike jerseys, Fanatics-branded fan gear, the White Sox exclusive 35th & Shields apparel line, hardgoods from WinCraft, on-field and fashion headwear from New Era, and commemorative 125th anniversary collections.
In addition, new state-of-the-art RFID technology implemented inside the flagship store will revolutionize the in-venue shopping experience at the ballpark. This innovation cuts checkout times in half ¨C to approximately 45 seconds during peak periods ¨C helping fans return to their seats faster to enjoy the game.
"As the White Sox get set to celebrate their 125th anniversary in Chicago, Fanatics is thrilled to bring our retail expertise to one of baseball's storied franchises,¡± said Ed O¡¯Brien, Fanatics SVP of Business Development. ¡°We are committed to delivering a shopping experience that honors the team¡¯s legacy and the vibrant culture of the South Side while providing fans of all ages with a robust merchandise assortment they need to showcase their White Sox pride.¡±
The Chicago White Sox Team Store ¨C A Fanatics Experience will hold a grand opening event on Saturday, March 22 with an exclusive shopping hour and a free gift for the first 125 White Sox season ticket holders to arrive at 11 a.m. The flagship store opens officially to the public that day at noon. In addition to raffle prizes throughout the day, 2005 World Series Championship Manager Ozzie Guill¨¦n is scheduled to sign autographs (baseballs and pictures only) at the store from 11:30 a.m. to 1 p.m.
Fanatics is the official manufacturer of Nike MLB on-field uniforms, all authentic and replica jerseys and fan apparel, and is the league¡¯s official e-commerce partner, which includes the online stores for all 30 MLB clubs. The Chicago White Sox are the sixth MLB club to partner with Fanatics for the operation of their stadium retail.
For the latest information about the store, including exclusive retail collaborations and store information, follow the White Sox Team Store on Instagram (@whitesoxstore).