Yesterday a multi-year partnership between Churchill Downs and Fanatics was announced that will grant the sports merchandise company exclusive rights to the Kentucky Derby’s on-site and online retail sales divisions. The deal will commence this year.

“Churchill Downs is thrilled to partner with Fanatics, who delivers impressive and diverse product offerings along with a shopper-friendly experience,” said Churchill Downs Vice President of Partnerships Kristin Warfield via a press release. “We believe our fans will truly benefit from Fanatics’ seamless online purchasing technology and their fresh perspective to enhancing our on-site sales over Kentucky Derby week, which lured a record 365,000 attendees in 2015.”

Fanatics plans to increase on-site footprint at Churchill Downs through adding more retail locations around the track, and they will also expand the Kentucky Derby merchandise selection patrons can purchase. The merchandising company will create a “seamless, synchronized shopping experience across online, mobile, and on-site retail locations for all horseracing fans.”

The deal struck between Churchill Downs and Fanatics will also grant Fanatics permission to create Kentucky Derby themed apparel and collectibles.

“We are thrilled to partner with one of sports’ most prestigious events,” said Fanatics Senior Vice President of Strategy and Business Development Brian Swallow. “Our tech and manufacturing expertise makes us uniquely qualified to create an enhanced, omnichannel retail experience for Kentucky Derby fans whether at home, on the go, or at the track during the first weekend in May.”

Fanatics currently powers e-commerce business for media sites, all professional sports leagues, and numerous collegiate and professional sports teams.

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