Fanatics plans to open a flagship Atlanta sports store at Centennial Yards through a new retail partnership with the Atlanta Hawks.
The deal also gives Fanatics control of the Hawks’ official e-commerce business and all retail operations at State Farm Arena.
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HawksShop.com will launch Oct. 19 as the team’s new official online store. The Hawks said the site will offer the widest selection of team merchandise in one place.
Fanatics will begin running the full in-arena retail operation at State Farm Arena when the Hawks open their home schedule on Oct. 24.
But the store at Centennial Yards won’t open until 2027. Fanatics says it marks its first location in a mixed-use real estate development.
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Once the store opens, fans will be able to buy team gear on non-game days. The store will also carry merchandise from other Atlanta teams.
“Fanatics is one of the most powerful players in sports retail and we are thrilled that this partnership will provide Hawks fans a world-class retail experience both digitally and in-store,” Andrew Saltzman, president of business enterprise and chief commercial officer of the Atlanta Hawks and State Farm Arena, said.
Centennial Yards sits next to Mercedes-Benz Stadium and State Farm Arena in Downtown Atlanta. The development is valued at $5 billion and covers 50 acres, according to the announcement.
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