NASCAR gives merchandising an overhaul

NASCAR’s famed merchandising is getting an overhaul, with the organization, along with NASCAR Team Properties teaming with Fanatics in a 10-year agreement for the sport’s at-track merchandise business. As part of the agreement, Fanatics acquired certain exclusive rights from NASCAR and NTP that will make the company the primary retailer of NASCAR, team and driver merchandise at all 38 NASCAR Sprint Cup Series race weekends. The new trackside retail model will be phased in at NASCAR events this year, evolving from using solely haulers for each specific team or driver to displaying all merchandise in a climate-controlled superstore retail environment. Fanatics Apparel, the company’s manufacturing and customization division, will also produce merchandise to complement the already extensive product line that will be offered by authorized licensees.

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