Sponsor Insights

Celebrities & Fanatics CEO to Acquire Mitchell & Ness

Fanatics has acquired lifestyle brand, Mitchell & Ness, the go-to hub for nostalgic sports jerseys and headwear. Fanatics has taken over the game for daily sports apparel and this new partnership will propel both brands in the lifestyle and fan based space. Jay-Z, Meek Mill, Lil Baby, Maverick Carter as well as the famous Tik-Tok family, the D’Amelio’s and others, have also acquired partial ownership in the brand in an announcement made earlier this morning.

From 2020 to 2021 Fanatics added over 70 new sponsorship / media deals while securing more than 30 new sponsorship deals alone. According to SponsorUnited, their current portfolio includes 19% of deals in the NHL, 17% in the MLB and 16% in the NFL followed by the NCAA. Fanatics also owns Majestic, a designer of athletic apparel and team uniforms as well as Steiner Sports, a sports memorabilia business.

Fanatics will be adding to their current sponsorship roster, vendor and media portfolios bringing in over 130 new deals to their business. 55% of Mitchell & Ness’s sponsorship deals are in the NBA while more than 12 of their sponsorship / media deals are in New York which is also their top market. Mitchell & Ness had a deal with the MLB during the 2021 season which saw their brand integrated into emails deployed to fans.

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