Fanatics has also been upgrading and improving The Hockey Lodge, the flagship retail location for the Wild. (NHL imagery)

The Minnesota Wild, of North American top-tier ice hockey’s NHL, have struck a long-term retail partnership with global commerce and merchandising Fanatics.

Fanatics becomes the team’s official end-to-end retail partner, “assuming operations of all physical retail locations” at the team’s Xcel Energy Center home stadium.

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This comes in addition to the existing relationship between the two parties, through which Fanatics is the platform the Wild use for their official e-commerce shop.

Fanatics has also been upgrading and improving The Hockey Lodge, the flagship retail location for the Wild. That facility will stage a grand opening on September 21.

The Wild are now the third NHL team for which Fanatics will operate both in-venue and e-commerce retail operations.

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Fanatics is already the official NHL-wide provider for on-ice uniforms, through a deal beginning this coming 2024-25 season and running through 2033-34.

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It also has a replica jersey contract in place until 2033.

Now, the Wild agreement means fans will be able to purchase the same Fanatics-branded jersey worn by players during games.

Fanatics has said it will make a significant investment to elevate the in-person retail experience at Wild home games, and the aim is that by allocating e-commerce and in-venue shopping operations to one partner, Fanatics “can create a cohesive, consistent shopping experience for all.”

Elsewhere in Minnesota, Fanatics also has deals with the Timberwolves (basketball), Lynx (women’s basketball), and the Vikings (American football).

The Wild failed to qualify for the post-season playoffs of the 2023-24 campaign and will get their 2024-25 season underway on October 10.