- New multi-year, end-to-end partnership spans retail, e-commerce, licensing, wholesale and product, making Fanatics exclusive operator of both official online stores and exclusive retail partner for the 2027 Ryder Cup
- As part of the agreement, Fanatics will produce official replicas of the on-course outfits worn by Team Europe on select competition days
The European Tour Group and Fanatics, a global digital sports platform and leader in licensed sports merchandise, today announced a comprehensive multi-year partnership spanning the DP World Tour and Ryder Cup Europe. Under the agreement, Fanatics becomes the exclusive operator of the Official DP World Tour Store and the European Ryder Cup Store and is named exclusive retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, Ireland.
The agreement also includes the right for Fanatics to create new ranges of officially licensed Ryder Cup Europe, Ryder Cup match, and DP World Tour products. As part of the agreement, Fanatics has secured the right to produce official replicas of the on-course outfits worn by Team Europe on certain competition days, meaning fans will be able to buy the same design of outfit worn by the team on the course. The ranges will launch next year in the build-up to the 2027 Ryder Cup at Adare Manor. Fanatics will also provide licensed product services to DP World Tour and Ryder Cup corporate partners.
The partnership brings together Fanatics’ global commerce, product design and physical retail capabilities with two of the most storied properties in golf, at a moment when golf apparel and merchandise are experiencing a surge in demand driven not only by fans following the competition, but by a new generation embracing golf-inspired style as an everyday fashion statement.
Richard Bunn, Chief Revenue and Content Officer at the European Tour Group, said: “This new partnership starts at a time when the DP World Tour and Ryder Cup Europe are enjoying unprecedented growth in their fan bases. For example, we could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over. This is also translating into strong demand for official product, and Fanatics bring a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world.”
Stephen Dowling, International President at Fanatics, said: “This partnership reflects the incredible momentum behind golf right now, and we’re proud the European Tour Group has chosen Fanatics to help write its next chapter. As a proud Irishman, seeing the Amgen Irish Open and the Ryder Cup at Adare Manor both part of this partnership makes it even more special personally, there’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world.”
Fanatics, which has significant experience across global event retail, will operate the retail at the Ryder Cup at Adare Manor, Limerick, in 2027 and also operate exclusive retail outlets at the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship and Husqvarna British Masters hosted by Sir Nick Faldo.
Chris Smith, Vice-President, International Growth & Strategy at Fanatics, added: “This is a genuinely comprehensive partnership, covering everything from event retail, e-commerce and pop-up activations to licensing, wholesale and product design, and that breadth is what allows us to give golf fans the product they deserve, at the scale these events demand.”
Golf apparel has moved decisively beyond the clubhouse in recent years, crossing into everyday streetwear and lifestyle wardrobes. The Ryder Cup has long been recognised as one of the single biggest merchandising moments in golf and sits at the centre of that shift, with Team Europe merchandise driving fan engagement and sales that rival the biggest moments in world sport.
The new ranges, official replica kit and expanded product assortment launching through the partnership are designed to meet that demand, giving fans new ways to wear their support on and off the course.
-ENDS-
EUROPEAN TOUR GROUP COMMUNICATIONS
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Tel: +44 (0) 1344 840400 | Email: Comms@europeantourgroup.com
About Fanatics
Fanatics is a leading global digital sports platform redefining how fans connect with the teams, players, and moments they love. Our businesses – Fanatics Commerce, Fanatics Collectibles, Fanatics Gaming, Fanatics Fest, Fanatics Markets, Fanatics Advertising, Fanatics Credit Card and Fanatics Studios – maximize the presence and reach for hundreds of partners globally and create a one-stop experience that allows fans around the world to buy, wager, collect and engage with their favorite sports in deeper, more immersive ways. This includes licensed fan gear and lifestyle products, sportsbook, iGaming and prediction market platforms, physical and digital trading cards, live events, premium sports entertainment content, and more. Together, they form a powerful, integrated ecosystem delivering personalized experiences to over 100 million fans worldwide. Fanatics holds partnerships with over 900 sports properties, from professional leagues and players’ associations to teams, colleges, and retail partners; over 6,000 athletes and celebrities; and over 2,000 retail locations, including all Lids retail stores. Backed by a team of more than 22,000 employees, Fanatics is committed to relentlessly enhancing the fan experience.
About the European Tour group
The European Tour group administers the DP World Tour, the HotelPlanner Tour, the Staysure Legends Tour and, as the Managing Partner of Ryder Cup Europe LLP, stages golf’s greatest team contest, the Ryder Cup, in partnership with the PGA of America.
The European Tour group has Strategic Partnerships with the PGA TOUR, the Sunshine Tour and Challenger PGA Tour of Australasia, the China Golf Association (CGA), Japan Golf Tour Organization (JGTO), the Korea Professional Golfers’ Association (KPGA), and the DP World Professional Golf Tour of India. These partnerships provide global pathways for players from across the world to compete internationally on the DP World Tour, the main men’s professional golf Tour of the European Tour group which was established in 1972, as well as the HotelPlanner Tour.
