Fanatics has launched a multi-year partnership with The European Tour Group, spanning the DP World Tour and Ryder Cup Europe.
As part of the agreement, Fanatics will become the exclusive operator of the Official DP World Tour Store and the European Ryder Cup Store.
The firm has also been named as the exclusive retail partner for the 2027 Ryder Cup, which takes place at Adare Manor in Limerick, Ireland.
Richard Bunn, chief revenue and content officer at the European Tour Group, said: “This new partnership starts at a time when the DP World Tour and Ryder Cup Europe are enjoying unprecedented growth in their fan bases.
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“For example, we could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over. This is also translating into strong demand for official product and Fanatics bring a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world.”
Fanatics will also be able to create new ranges of officially licensed Ryder Cup match, DP World Tour and Ryder Cup Europe merchandise. It has also secured the right to make official replicas of on course outfits worn by Team Europe on select competition days.
Stephen Dowling, international president at Fanatics, said: “This partnership reflects the incredible momentum behind golf right now, and we’re proud the European Tour Group has chosen Fanatics to help write its next chapter.
“As a proud Irishman, seeing the Amgen Irish Open and the Ryder Cup at Adare Manor both part of this partnership makes it even more special personally, there’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world.
“Fanatics, which has significant experience across global event retail, will operate the retail at the Ryder Cup at Adare Manor, Limerick, in 2027 and also operate exclusive retail outlets at the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship and Husqvarna British Masters hosted by Sir Nick Faldo.”
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