eCommerce: Sports

NFL in eCommerce: Online Shop Analysis, Strategy & Partnerships

As the NFL expands its eCommerce horizons, we explore how partnerships and innovative strategies are reshaping its online marketplace, including collaborations with Fanatics and Amazon.

Article by Cihan Uzunoglu | February 09, 2024


NFL in eCommerce: Key Insights

  • eCommerce Trends: The NFL's eCommerce platform,, saw a financial surge during the pandemic, but faces a slight downturn in sales forecasts for 2023 and 2024, raising questions about its targeted audience and future growth strategy. 

  • Demographic Insights: NFL fan demographics vary widely by gender, age, and income, offering critical guidance for tailored eCommerce strategies, including the possibility of specialized team partnerships to engage different audience segments. 

  • Fanatics Partnership: Fanatics strengthens its dominant role in NFL eCommerce through 10-year deals with major teams like the Dallas Cowboys and Minnesota Vikings, signaling the league's serious commitment to online retail and boosting confidence in Fanatics' ability to expand the NFL's merchandise reach. 

  • Social Media Integration: The NFL's collaborations with Instagram and Amazon spotlight the league's innovative efforts to integrate eCommerce into social media and holiday traditions, marking key steps in diversifying and enhancing its revenue streams. 

  • Innovative Ventures: The league's venture into the Roblox metaverse and its exploration of sports betting through Fanatics underscore the league's strategic aim to diversify revenue streams and adapt to evolving fan behaviors, especially among younger audiences.

With the Super Bowl just days away, the National Football League (NFL) stands at the forefront of American sports culture, showcasing its prowess not only on the field but also in the digital realm of eCommerce. As fans gear up for the big game between the Kansas City Chiefs and San Francisco 49ers, it's clear the NFL's digital push is driven by the evolving nature of its fan base across different ages and income levels.

This adaptation is crucial for the NFL as it seeks to tailor its online retail strategy to meet a wide array of needs. But what is the current state of the NFL in eCommerce and what potential future directions can the league take? To understand that, we have to take a look at the league's partnerships with eCommerce giants like Fanatics and Amazon, its innovative ventures into social commerce and virtual gaming, and how these efforts impact the NFL's eCommerce journey. Sales: Peak in 2022, Slight Decline Expected

In the rapidly developing digital marketplace, the NFL is both keen to leverage and increasingly capitalize on eCommerce as a vital revenue stream. The sales data for – operated by Fanatics, Inc. – provides critical insights into this trend. 

eCommerce Net Sales Development of, 2016-2024

Launched in 2013, the online store has primarily focused on the U.S. market, leaving other countries like the UK to account for only a small share of its eCommerce net sales. In the first year of the pandemic, the store experienced a significant financial leap, reaching a year-over-year growth rate of 50% - catapulting net sales to US$221.9 million from US$147.8 million the previous year. Sales stayed robust into 2021, peaking at US$241.2 million in 2022, courtesy of a 10% growth rate.

Forecasts for 2023 and 2024 hint at a slight recalibration: Sales are expected to dip by -0.6% to US$239.9 million in 2023 and further retreat by -3.1% to US$232.4 million in 2024. 

Understanding the foundational role of in the NFL's eCommerce framework sets the stage for the next logical question: Who are these platforms primarily targeting? Fanatics, which manages, boasts a brand awareness of 46% among sports and outdoor online shop users in the U.S. This strong brand recognition could play a pivotal role in attracting a wider audience to the NFL's online store. 

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Demographics of the NFL Fan Base in the U.S.

In the context of the NFL's expanding role in eCommerce, a grasp of fan demographics in the U.S. is crucial. According to an April 2023 survey from Morning Consult, patterns of NFL fandom vary markedly across gender, age, and income, providing insights that could refine targeted eCommerce efforts. 

Men are predominantly avid NFL fans (51%), making them a promising target for online sports merchandise. Women, in contrast, mainly identify as non-fans (42%), suggesting specialized engagement strategies might be more effective for this group.

Level of Interest in NFL in the United States by Age and Gender, 2023

Age also plays a pivotal role here. Young adults (18-34) exhibit a balanced fan distribution, while those aged 35-44 have the highest percentage of loyal NFL followers at 41%. As consumers age, however, their enthusiasm for the NFL appears to wane, signaling the need for a more diversified eCommerce approach for older demographics. 

Lastly, income levels reveal additional layers. Those with higher incomes (above US$100,000) are more often die-hard football fans (45%), potentially indicating a higher spending capability on premium items. In contrast, those earning less than US$50,000 are largely non-fans (37%), suggesting the need for unique marketing tactics to engage this group.

With this in mind, how is the league tailoring its eCommerce initiatives to reach this diverse demographic? One way is through direct partnerships between individual teams and online sports apparel and equipment retailers, such as the deals the Dallas Cowboys and Minnesota Vikings have struck with Fanatics.

NFL in eCommerce: Fanatics' Role & Cowboys and Vikings Deals

As the sports merchandising landscape evolves, Fanatics has gradually tightened its grip on NFL eCommerce. Two 10-year deals, one with the Dallas Cowboys and another with the Minnesota Vikings, have fortified Fanatics' position as a central player in the league's merchandising ecosystem. 

One of the NFL's most valuable franchises, The Dallas Cowboys - the most followed National Football League team account on Facebook with over 8 million fans - inked a 10-year exclusive merchandise agreement with Fanatics in 2021, set to run until 2031. This was a considerable milestone for both entities. By partnering with Fanatics, the Dallas Cowboys are leveraging their significant brand strength to expand into a broader retail network. 

In a similar vein, the Minnesota Vikings also signed a 10-year omnichannel merchandise and retail partnership with Fanatics back in March 2022. What distinguishes the Vikings' agreement from Fanatics’ other partnerships is the promise of a full retail experience that spans online, mobile, and physical store locations. Since then, the Minnesota Vikings have revamped their online store using Fanatics' in-house cloud commerce platform, promising better customer experiences and more payment options, while Fanatics also commits to upgrading the team's physical store locations. 

Beyond the NFL, Fanatics – currently estimated to be worth US$31 billion – has rapidly expanded its global reach through a series of acquisitions. The company has recently moved into the Latin American and European markets by acquiring Fexpro and EPI respectively. These acquisitions give the NFL added confidence in Fanatics' ability to manage their online retail operations effectively. 

The long-term deals with the Cowboys and Vikings illuminate how seriously the NFL and its key players are taking eCommerce. But what happens when the league branches out of its traditional sphere and taps into social media for sales? This brings us to the league's collaboration with Instagram, an effort that brings the sports world and social commerce closer.

NFL in Social Commerce: Instagram Collaboration 

In 2019, the NFL and Instagram joined forces, innovatively blending sports enthusiasm with digital retail capabilities. This partnership, unveiled ahead of the critical NFL draft event, let fans buy New Era draft day hats directly through Instagram. 

The collaboration involved no financial exchanges between Instagram and the NFL, it rather aimed to boost fan engagement and open a new avenue for sports-related sales. The move was a landmark in seamlessly integrating shopping into football's social experience, showcasing the growing harmony among sports, social media, and eCommerce. 

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While the Instagram collaboration presents an innovative blend of social engagement and shopping, another dimension opens up when a behemoth like Amazon steps into the NFL's eCommerce arena.

Amazon's Black Friday NFL Broadcast 

Amazon's broadcast of its first NFL game on Black Friday last year represents a significant development in the NFL's eCommerce initiatives. The move was designed to fortify Amazon's partnership with the NFL and broaden the league's role in American holiday customs.

Black Friday has traditionally been a pinnacle day for shopping in the U.S. By teaming up with Amazon for a live game broadcast, the NFL strategically situated itself to attract more customers. In turn, this alignment boosted traffic to Amazon's platform, enhancing the NFL's licensing revenue and merchandise sales. The initiative was part of the NFL's wider strategy to diversify and amplify revenue streams through eCommerce. 

The Black Friday collaboration serves as a key indicator of the NFL's aspiration to integrate itself into American holiday traditions via digital channels. As for what's next, the NFL's positioning in an increasingly digital landscape remains a point of keen interest.

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NFL Teams Up with Roblox to Target Younger Fans 

In a strategic move to tap into the burgeoning metaverse, the NFL has launched a virtual storefront on Roblox, a popular online gaming platform primarily targeting younger audiences. This digital venture allows Roblox users to purchase official virtual helmets for all 32 NFL teams using the game's virtual currency, Robux. The move is particularly relevant given that – as per the April 2023 survey referred to earlier – among Gen Z, born between 1997 and 2012, only about a quarter (26%) identify as avid NFL fans, and a significant 47% are not fans at all. 

The NFL's entry into Roblox aims to directly engage this younger demographic, whose engagement with the league is lower than other generations. In collaboration with its retail partner Fanatics, the NFL is not only branching into the virtual world but also exploring new avenues like sports betting. Far from a mere experiment, this strategy reflects the NFL's concerted effort to diversify revenue streams and adapt to evolving fan habits.

Source: Morning Consult, Facebook, Sportcal, SportsPro Media, CNBC, Amazon, Hypebeast, Statista, ECDB