Fanatics will run merchandise sales in Mercedes-Benz Stadium

Mercedes-Benz Stadium will house a two-story, 9,000-square foot team store in the fan plaza.
Mercedes-Benz Stadium will house a two-story, 9,000-square foot team store in the fan plaza.

Credit: Atlanta Falcons

Credit: Atlanta Falcons

Continuing to gear up for business in its new stadium, the Falcons organization has signed an outside company to handle merchandise sales there.

Fanatics, Inc., a leader in the field of officially licensed sports merchandise, will operate sales for all events at Mercedes-Benz Stadium.

That will include running a two-story, 9,000-square foot team store to be built off the fan plaza on the stadium’s east side. The store – slated to be open most days of the year — will sell merchandise associated with the Falcons, the Atlanta United soccer team and other stadium events.

Fanatics also will manage merchandise sales at secondary locations within the stadium.

As part of the long-term deal, Fanatics already has taken over operation of the Falcons' online merchandise store.

Fanatics runs Atlanta United's online sales under the company's broader deal with Major League Soccer.

The Falcons operate their merchandise sales in-house at the Georgia Dome.

Mike Gomes, senior vice president of fan experience for AMB Sports and Entertainment, parent company of the Falcons and Atlanta United, said the partnership with Fanatics will result in “much broader variety” of merchandise, more customized and limited-edition products and faster shipment on online purchases.

“When we looked at Fanatics, they come with so much expertise in this space that we thought establishing a partnership would assure us a much better on-line experience for our fans, but also in-venue as well,” Gomes said.

Fanatics is best known for its sports e-commerce business for teams and leagues, including the NFL, but the company recently has been expanding its in-venue merchandising operations. It also runs the NBA Store in New York.

AMB Sports and Entertainment’s arrangement with Fanatics doesn’t include the temporary retail store the Falcons and Atlanta United opened recently at Atlantic Station. That store was opened to have a presence for the holiday season and the ramp-up to the launch of Atlanta United, including the announcement of the team’s jersey and secondary jersey, Gomes said.