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Fanatics, University of Tennessee strike 10-year retail partnership

Global sports merchandising giant Fanatics is continuing to expand its collegiate business with a 10-year retail partnership with the Southeastern Conference's University of Tennessee.

As part of the agreement, Fanatics will become a primary retail partner of UT Athletics and gain a comprehensive set of new vertical and wholesale fan apparel rights.

Fanatics, which has been a partner of the college since 2010, has also received a long-term extension to continue operating the Volunteers’ e-commerce and mobile retail experience.

Under this expanded partnership, Fanatics and its in-house apparel division, Fanatics Brands, has obtained rights to design, manufacture and distribute a significantly expanded selection of high quality, on-trend Vols and Lady Vols merchandise.

“The University of Tennessee has been a tremendous partner over the past decade-plus, and we’re thrilled to extend and expand our relationship together,” said Chris Prindiville, Fanatics College senior vice president.

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