NASCAR is changing the at-track retail experience

Trackside superstores provide one-stop shopping for all team merchandise.

NASCAR is improving the at-track souvenir experience.

On Wednesday, NASCAR announced a 10-year agreement with Fanatics which will revolutionize the at-track retail displays for each of its 38 Sprint Cup events.

Through a partnership between NASCAR Team Properties and Fanatics, NASCAR will offer consumers “an enhanced, experiential shopping environment” to be implemented over the 2015 season.

The traditional team souvenir haulers, which have become common place yet shrinking over the years, will evolve into a climate-controlled superstore-style temporary pavilions with one-stop shopping with displays of every drivers’ merchandise and smaller retail outlets around the track.

Partnering with an industry leader in Fanatics allows us to offer a comprehensive and seamless shopping experience for our fans – whether it is in-venue, online or on mobile devices.

Steve Phelps

“A merchandise center will provide a more personal, organized, comfortable and convenient shopping environment for our fans,” said Steve Phelps, NASCAR executive vice president and chief marketing officer in the release. “Partnering with an industry leader in Fanatics allows us to offer a comprehensive and seamless shopping experience for our fans – whether it is in-venue, online or on mobile devices.”

Fanatics delivers officially licensed sports merchandise at events and in e-stores for all major sports leagues and colleges. Fanatics already enjoys a relationship with NASCAR through its e-commerce store.

According to the release, the model will feature “enhanced benefits and added options for the fans” including the "ability to offer the largest at-track selection of NASCAR merchandise ever, selection to include a major expansion of women’s and kids’ items, a more functional way to browse, shop and interact with merchandise, separate stores within the footprint for teams, drivers, memorabilia and collectibles, dedicated area for driver appearances, an interactive customization center where fans can create their own personal NASCAR gear."

Fanatics will also have the ability to provide fans with post-race merchandise from the winning driver immediately following the event.

“Fanatics is extremely excited to partner with NASCAR and NASCAR Team Properties to greatly expand their at-track retail presence,” said Ross Tannenbaum, president of Fanatics Authentic. “We have taken the time to listen to what the fans, teams, drivers and NASCAR were asking for and look forward to using our market-leading scale, technology and production capabilities to deliver an improved and entertaining shopping experience for years to come.”

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Series NASCAR
Article type Breaking news