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MLS Philadelphia Union

Philadelphia Union & Fanatics Sign Partnership for Omnichannel Retail Experience

May 18, 2018 - Major League Soccer (MLS)
Philadelphia Union News Release


CHESTER, Pa. - Philadelphia Union today announced the official signing of a new, long-term partnership with Fanatics, the global leader for licensed sports merchandise, to manage in-venue retail operations for the Union and Talen Energy Stadium. Fanatics, which also operates e-commerce for the team through its partnership with Major League Soccer, took over in-venue operations for the club at the start of the 2018 season. Under the partnership, Fanatics will create a seamless omnichannel experience for fans whether shopping for merchandise and apparel online, on their phone or at Talen Energy Stadium.

As part of the multi-year agreement, Fanatics has renovated and expanded multiple retail locations within Talen Energy Stadium, including the main Union Shop. The streamlined omnichannel offering will ensure fans have access to expanded product lines and competitive pricing across a wide variety of MLS fan gear, headwear and hard goods.

"Fanatics is the worldwide leader in sports retail with their many on-site locations at professional and college venues, and we couldn't be happier to have them become a part of our team at Talen Energy Stadium," said Tim McDermott, Chief Business Officer, Philadelphia Union. "With an eye toward our fan experience, we have already seen the benefits of new and improved retail spaces as well as a wider selection of gear for our fans at competitive prices as part of Fanatics' deal with MLS."

Fanatics has created a fan-first shopping experience at Talen Energy Stadium through a streamlined checkout process, a broad assortment of superior products, competitive retail pricing and fan-friendly customer service. The company currently has over 500 unique team items across all product categories, providing the widest assortment of gear for Union fans.

"We are excited to officially kick off this multi-channel partnership with the Philadelphia Union, providing fans with an enhanced, tech-infused retail experience regardless of where, when or how they want to shop," said Cole Gahagan, Fanatics Chief Commercial Officer.

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