Louisville Ky’s Churchill Downs Partners with Sports Commerce Leader Fanatics


Fanatics to Provide Better Multichannel experience for the Kentucky Derby Through Enhanced On-Site and e-Commerce Platform


February 22, 2015 – SILICON VALLEY – Churchill Downs Racetrack today announced a multi-year agreement with Fanatics, the largest retailer of officially licensed sports merchandise, to exclusively operate both online and on-site retail for the Kentucky Derby race weekend, starting with the 2016 event.

 “Churchill Downs is thrilled to partner with Fanatics, who delivers impressive and diverse product offerings along with a shopper-friendly experience,” said Kristin Warfield, Churchill Downs Racetrack’s Vice President of Partnerships. “We believe our fans will truly benefit from Fanatics’ seamless online purchasing technology and their fresh perspective to enhancing our on-site sales over Kentucky Derby Week which lured a record 365,000 attendees in 2015.”

 fanatics logo

Fanatics, which powers the e-Commerce businesses for all professional leagues, media sites and hundreds of collegiate and professional sports teams, will not only drastically expand the merchandise selection, but will also increase the on-site footprint at Churchill Downs by adding additional retail locations around the track, which will include more ‘walk-in’ shopping experiences than ever before. A multi-channel retailer, Fanatics will create a seamless, synchronized shopping experience across online, mobile and on-site retail locations for all Horseracing fans.

 The agreement also includes a licensing component, which will allow Fanatics to create both collectibles and apparel, including an assortment of exclusive Kentucky Derby merchandise.

 “We are thrilled to partner with one of sports’ most prestigious events,” said Brian Swallow, SVP Strategy and Business Development at Fanatics. “Our tech and manufacturing expertise makes us uniquely qualified to create an enhanced, omnichannel retail experience for Kentucky Derby fans whether at home, on the go or at the track during the first weekend in May.”

 The new online and on-site stores will incorporate new products, including a wide assortment of women and kids merchandise, collectibles and autographed memorabilia.


About Fanatics, Inc.

Fanatics is the leading international retailer of officially licensed sports merchandise and provides the ultimate shopping experience to sports fans. As a Top 50 Internet Retailer Company, Fanatics comprises the broadest online assortment offering hundreds of thousands of officially licensed items via its Fanatics, FansEdge and Kitbag brands. A multi-channel company, Fanatics operates more than 300 online and offline stores, including the e-commerce business for all major professional sports leagues (NFL, MLB, NBA, NHL, NASCAR, MLS, PGA of America), major media brands (NBC Sports, CBS Sports, FOX Sports) and over 200 collegiate and professional team properties. The Company’s in-venue and event retail portfolio includes the NBA, NHL, NASCAR and many professional and collegiate teams, offering fans a seamless shopping experience across online, mobile and physical store locations.