NASCAR announced Wednesday that they have signed an agreement with NASCAR Team Properties (NTP) and Fanatics to take over the merchandise sales at racetracks starting this season. The 10-year agreement gives Fanatics certain exclusive rights from NASCAR and NTP that will make the company the primary retailer of NASCAR, team and driver merchandise at all 38 NASCAR Sprint Cup Series race weekends. It was a move that has been talked about since last year and will eliminate the current fleet of trackside haulers, many independently owned, that have become a familiar sight during a race weekend.
The new design will use a trackside retail model that will be phased in at NASCAR events during 2015. It will evolve from using solely haulers for each specific team or driver to displaying all merchandise in a climate-controlled retail environment supported by, in instances, smaller satellite retail touch points around the track.
“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. “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.” MORE>>>