Belk to enhance sports merchandise with Fanatics

American department store chain Belk is teaming up with Fanatics, the global digital sports platform and leading provider of licensed sports merchandise to enhance the retailer’s sports inventory.

Under the new partnership, Belk shoppers will have access to Fanatics' assortment of licensed sports merchandise, including apparel, jerseys, headwear, and hard goods from brands, including Fanatics, Nike, Adidas, Mitchell & Ness and New Era.

The customer online shopping experience will be powered by Belk via its website and app, while orders will be fulfilled and shipped by Fanatics. The initial assortment on Belk.com will primarily feature NCAA fan gear, with other leagues to be added as their seasons approach.

MaryAnne Morin, president and chief merchandising officer at Belk, said in a statement: "Our customers love showing off their team pride, whether that's for college or professional teams.

"This partnership with Fanatics is a win-win for our customers because it allows us to further expand upon the licensed sports fan gear we already offer, providing even more product categories."

Brian Swallow, senior vice president of strategy and corporate development of Fanatics, added: “This elevated shopping experience will vastly expand the fan gear options available featuring a wide range of quality products, designs and brands, while maintaining an online interface consistent with what Belk's shoppers are already utilising."