Web retailer Fanatics, which sells licenses sports clothing and gear, is launching physical stores— more accurately, big temp-controlled tents — through a new partnership with NASCAR.
The Jacksonville, FL-based e-retailer has forged a 10-year agreement to operate superstores on site at the NASCAR Spring Cup Series for its 38 race weekends.
The agreement means that NASCAR will be phasing out its current retail situation, where teams and drivers sell merchandise out of their own trucks and tents.
This is not Fanatics first time at the brick-and-mortar rodeo; it operates stores for National Hockey League teams and at a few universities. This NASCAR deal shows that the e-retailer is serious about expanding its reach and brand through physical retail.