E-commerce retailer Fanatics has announced an official retail and licensing partnership with Overwatch League. The multi-year deal is the first ever esports partnership for Fanatics, and is believed to be the first official merchandising deal between a major retailer and an official esports league.
As part of the deal, Fanatics secured U.S. and international rights to produce Overwatch League jerseys, fan gear, headwear, and other goods. Under the new agreement, Fanatics will launch a new global online and mobile shopping platform dedicated to the Overwatch League where fans can purchase official OWL apparel. Fanatics will also operate on-site retail stores for all Overwatch League regular-season matches at Blizzard Arena Los Angeles and at other league events. The Overwatch League is owned by video game publisher Blizzard Entertainment, which is a subsidiary of Activision Blizzard.
“The demand for team gear during our inaugural season was very strong,” said Daniel Siegel, head of esports licensing for Blizzard Entertainment, in a press release. “A significant number of fans—for regular-season matches at Blizzard Arena Los Angeles and at the Grand Finals in Brooklyn—showed up in jerseys to support their teams, and we’re thrilled to make it even easier for them to represent their favorite teams and players.”
Last year’s Overwatch League Grand Finals sold more than 20,000 tickets at Barclays Center. Moving forward, Fanatics will create official merchandise for special league events and championships as part of this new partnership. Fanatics is expected to launch its new e-commerce apparel site before the start of the 2019 Overwatch League season, which begins Feb. 14. After OWL’s successful inaugural season in 2018, eight new expansion teams have been added for the 2019 season to bring the number of total teams in the league to 20.
“Esports has been on our radar for some time now and we are incredibly excited to mark our first deal with the best in the world in Activision Blizzard around their incredibly successful Overwatch League,” said Ross Tannenbaum, head of special projects for Fanatics, in the press release. “Our omnichannel retail capabilities and real-time vertical manufacturing model will ensure that Overwatch League fans across the globe have unprecedented access to a wide assortment of merchandise to be able to show their passion and pride for the teams and players they love, whether shopping online, on their phone, or at one of many league events.”
SportTechie Takeaway
This official retail and licensing partnership is yet another example of how the organizational model of esports leagues mirrors traditional sports organizations. Fanatics also currently produces official apparel and operates e-commerce sites for MLB, the NFL, the NBA, the NHL, NASCAR, the PGA TOUR, MLS, and the UFC. With the esports industry projected to reach $1.5 billion in revenue by 2020, more professional esports leagues may soon follow Overwatch League in securing apparel licensing deals with major retailers.