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NLL signs multi-year e-commerce deal with Fanatics

Today, the National Lacrosse League announced a partnership with Fanatics which will bring the league’s online merchandise and retail efforts into one consolidated location for all NLL clubs.

The new online destination,, is now live and accessible to fans worldwide and will house merchandise for all 14 NLL franchises. Prior to the deal, each team sold its own merchandise. While teams will be able to still sell locally during in-arena events and through brick-and-mortar retail, the deal will allow the league maximize merchandise as a revenue stream.

“Our league and the sport of lacrosse are on a sharp growth curve. We have such a tremendous opportunity with our teams for growth in terms of online merchandise sales. Fanatics is simply the best and most innovative consumer e-commerce sports retailer in the world, and this partnership will give us a great opportunity to realize the league’s potential, said NLL Commissioner Nick Sakiewicz. “We have seen the power and value of team merchandise at the local level, and this international approach gives us the ability to have a streamlined one-stop shop to offer NLL merchandise where sports fans shop online.”

The deal is another step in increasing revenue from fans who enjoy the NLL digitally. Fans who may not be able to attend games in person and prefer to watch through the league’s streaming deal with B/R Live can now easily acquire merchandise of any team and having an NLL section on the Fanatics website allows fans of more popular leagues like the NHL and NFL to stumble upon NLL merchandise.

“We are excited to enter into this new partnership with the National Lacrosse League. Fanatics is uniquely positioned to help the league expand its reach through an enhanced direct-to-consumer platform that will allow fans to share their pride and passion for the NLL teams and players they love,” Fanatics SVP of Business Affairs Vicky Picca said.

What do you think of the NLL’s latest deal with Fanatics? What new piece of NLL merch will you be dropping money on first?

Hutton Jackson is a professional video editor, co-founder/host of Pro Lacrosse Talk and editor-in-chief of Lacrosse Playground. He is also an Emmy-winning associate producer with two major sports networks and oversees Lacrosse Playground's video content as the head coordinating producer. Hutton played four years of college lacrosse at DeSales University where his highest lacrosse accolade was being named to Inside Lacrosse's 2014 All-Name Team with current pros Challen Rogers, Deemer Class and Larken Kemp, an honor that didn't require stepping on the field. When he's not writing on lacrosse, he can usually be found diving around the crease in your local men's league and ranting about Baltimore and D.C. professional sports.

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