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.