While the play on the field might leave something to be desired, the White Sox have certainly been investing in improving operations off the field.
Today, the White Sox announced they have signed a new long-term deal with Fanatics as their official retail partner, taking over the team’s stadium retail sales and unveiling the revamped team store at Rate Field.
The White Sox are the sixth MLB club to choose Fanatics for the operation of their stadium retail.
Known most recently for being part of the issues that resulted in smaller names on jerseys throughout the 2024 season, Fanatics is the official manufacturer of Nike MLB on-field uniforms, all authentic and replica jerseys, and fan apparel, and is the league’s official e-commerce partner, which includes the online stores for all 30 MLB clubs. The organization already handles the White Sox’s e-commerce efforts and will now take over full in-stadium retail operations from Delaware North. However, Delaware North will remain the White Sox’s current food and beverage concessions operator.
Brooks Boyer, the White Sox chief revenue and marketing officer, made the following statement on the partnership:
“Fanatics is a globally recognized leader in the retail world, and through this partnership, the White Sox are elevating the fan shopping experience to the next level. Fanatics’ commitment to innovation and technology creates a seamless consumer experience in our team store and beyond.”
Based on the above images, the White Sox’s team store seems to have been completely revamped, including a new checkout system that includes self-checkout options. This same checkout system (RFID) was recently implemented at the United Center for their retail operations. RFID technology is predicted to cut checkout times in half for fans – with transactions taking roughly 45 seconds on average. The store also appears to have received a facelift, featuring a more modern design.
The store’s inventory includes Nike jerseys, Fanatics-branded fan gear, the White Sox exclusive 35th & Shields line of apparel, hard goods from WinCraft, headwear from New Era, and commemorative Anniversary collections in honor of the White Sox’s 125th anniversary.
Should the White Sox release any further details, we will continue to provide updates.
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Featured Image: Sports Business Journal / Twitter
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