The Cincinnati Bengals and Fanatics announced a significant, long-term expansion of their partnership, which sees Fanatics now become the team's stadium retail business provider operating all shopping destinations within Paycor Stadium. The Bengals and Fanatics have been partners since 2016, when Fanatics began operating the Bengals' online retail shop, shop.bengals.com.
"This enhanced partnership provides a more holistic relationship with Fanatics that aligns with the Bengals' goal of partnering with best-in-class companies," said Duane Haring, Bengals Director of Stadium and Event Operations. "Fanatics' scale and expertise in the merchandise space give the Bengals more ability to offer great products and a retail experience that establishes the Bengals Pro Shop as a premier NFL flagship store and the best place to shop for Bengals gear in town."
Under Fanatics' management, Bengals fans will gain access to a deeper, best-in-class assortment of team and player merchandise including exclusive and expanded offerings of jerseys, headwear, hardgoods and more from leading brands such as Fanatics, Nike, New Era, WinCraft, Mitchell & Ness, Ohio-based Homage and others. For the first time, fans can now customize jerseys to be pressed in-store on the same day. In addition, Fanatics will ensure fans do not miss the action on the field via its new RFID technology, which cuts checkout times in half and creates a quick, efficient shopping experience. Fanatics will also utilize the team's local NFL licenses to curate collections unique to the Bengals that celebrate both the City of Cincinnati and the Bengals' passionate fan base.
As a part of the deal, Fanatics will make a significant investment to revolutionize the retail experience on gamedays. Ahead of the 2026 NFL season, Bengals fans can expect a renovated 11,000-plus square ft. in-venue primary team store, with a design that authentically showcases Cincinnati and the team. The tech-enriched store will also feature digital panels and LED screens throughout to broadcast live games and exclusive team content, creating an engaging, dynamic experience that extends beyond traditional shopping.
"The Cincinnati Bengals have been an exceptional partner to Fanatics for nearly a decade and we're thrilled to deepen our working relationship together," said Ed O'Brien, Fanatics SVP of Business Development. "Our shared vision is to create a retail experience that matches the energy and excitement Bengals fans bring to every game and ensure that everyone – from the longtime season ticket holders to the youngest members of Who Dey Nation – can find the perfect way to showcase their team spirit and pride on gamedays and every day."
Fanatics is the NFL's official e-commerce partner and operates the online shopping platforms for 28 clubs. With this expanded partnership, the Bengals become Fanatics' 16th NFL team for which the company provides comprehensive omnichannel retail services, powering both e-commerce and in-venue shopping experiences.
About Fanatics Commerce
Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally – as well as its flagship site, www.fanatics.com.
Fanatics Commerce has a broad range of online, sports venue, and vertical apparel partnerships worldwide, including comprehensive partnerships with leading leagues, teams, colleges, and sports organizations across the world—including the NFL, NBA, MLB, NHL, MLS and Formula 1, Cincinnati Bengals, Golden State Warriors, Paris Saint-Germain, Chelsea FC, and Tokyo Giants; the University of Notre Dame, University of Alabama, and University of Texas; the International Olympic Committee (IOC), England Rugby, and the Union of European Football Associations (UEFA).
