Belk and Fanatics Join Forces to Expand Licensed Sports Merchandise Selection

Belk has entered into a strategic partnership with Fanatics, a leading global digital sports platform, to significantly enhance its inventory of licensed sports merchandise. This collaboration will provide Belk customers with access to an extensive range of fan gear from Fanatics' industry-leading collection.

Through this new partnership, Belk will manage the online shopping experience via its website and app, while Fanatics will handle the fulfillment and shipping of orders. This seamless integration will offer Belk shoppers a more comprehensive selection of sports merchandise, all within the familiar interface of Belk’s digital platforms.

MaryAnne Morin, Belk’s President and Chief Merchandising Officer, shared her enthusiasm for the partnership: “Our customers are passionate about their teams, whether it’s college or professional sports. This collaboration with Fanatics is a fantastic opportunity to expand our licensed sports merchandise offerings, giving our customers even more options to express their team pride.”

Belk’s customers can now explore a wide array of Fanatics’ licensed sports products, including apparel, jerseys, headwear, and more. The collection will feature top brands like Nike, adidas, Mitchell & Ness, New Era, and Fanatics’ own brand. The initial focus will be on NCAA fan gear, with additional leagues and sports properties being introduced as their seasons begin.

Brian Swallow, Fanatics' SVP of Strategy and Corporate Development, highlighted the benefits of the partnership: “We’re excited to collaborate with Belk and bring an expanded assortment of licensed sports merchandise to their customers. This partnership will enhance the fan gear options available, offering a diverse range of high-quality products while maintaining the user experience that Belk shoppers are accustomed to.”

This partnership represents a significant expansion of Belk's sports merchandise offerings, providing customers with a broader selection of high-quality fan gear, all powered by Fanatics’ expertise in licensed sports products.