Dover International Speedway and Fanatics, the global leader in licensed sports merchandise, have reached a 10-year retail merchandising and e-commerce agreement, track officials announced Monday, May 9.
Fanatics, a multi-channel company which runs hundreds of online and offline stores for sports leagues (NFL, MLB, NBA, NHL, NASCAR, MLS, PGA), professional teams and collegiate properties, including all trackside merchandise operations for every NASCAR race, will manage all of the Monster Mile’s retail locations.
“It’s a pleasure to add another great partner to our organization,” said Mike Tatoian, Dover International Speedway’s president and CEO. “As the industry leader, Fanatics has tremendous experience in the marketplace and is always at the forefront of what racing fans are looking for with merchandise. This agreement opens up a lot of opportunities for us and it will lead to a better shopping experience for our fans.”
Fanatics will also manufacture apparel for Dover International Speedway, further enhancing the assortment both online and at the track.
“We’re excited to partner with Dover International Speedway,” said Fanatics Retail President Ross Tannenbaum. “We’ve had incredible success with the Trackside Superstore at NASCAR races and look forward to offering an unmatched assortment of merchandise at the Monster Mile, one of the top destinations for racing fans.”
The Fanatics Trackside Superstore, in the Monster Mile’s FanZone behind Turn 4, houses merchandise and souvenirs such as hats, T-shirts, jackets and more in a 60,000-square foot headquarters, approximately the size of 1½ football fields. The Trackside Superstore debuted in 2015 and will return for the May 13-15 and Sept. 30-Oct. 2 NASCAR weekends in 2016.
The agreement announcement comes shortly before the spring NASCAR tripleheader weekend at Dover International Speedway, which is highlighted by the “AAA 400 Drive for Autism” NASCAR Sprint Cup Series race on Sunday, May 15. Also scheduled for the weekend is a NASCAR Camping World Truck Series race on Friday, May 13 and the “Ollie’s Bargain Outlet 200” NASCAR XFINITY Series Dash 4 Cash event on Saturday, May 14.