The San Francisco Giants have announced a 10-year omnichannel retail partnership which grants Fanatics the rights to operate all Giants Dugout Store locations, including the team’s flagship store located in Oracle Park.
Fanatics, currently runs e-commerce for the Giants through MLBShop.com. Under the new team-specific agreement, Fanatics will create an omnichannel retail structure for the Giants both in the ballpark and the local market.
In addition to the flagship store at Oracle Park, shop locations will include Fisherman’s Wharf, The Embarcadero and locations in San Mateo and Walnut Creek.
“In this ever-changing retail world, we believe that we can better serve our fans, both locally and globally, through a partnership with Fanatics,” said Mario Alioto, Giants executive vice president of business operations. “Our fans are shopping for Giants merchandise through a variety of channels and we need to have the ability to meet their demands on a consistent basis whether that be in store or online.”