Sports e-commerce retailer Fanatics is traditionally known for its “on-demand” printing, the ability for fans to purchase merchandise in real-time to celebrate a big sports moment.
According to Chief Marketing Officer Chris Orton, fans today now have a certain expectation of speed and convenience that his team is constantly trying to meet. So, when Fanatics discussed a way to capitalize on the Rams returning to Los Angeles after 22 seasons, they looked to another company that operated in a similar “on-demand” fashion: Uber.
On Monday with the Rams playing their season opener, Fanatics is partnering with the franchise and Uber to offer LA merchandise and signed memorabilia through the UberEATS app. The partnership is the first of its kind for the global online retailer.
Not only will fans be able to order food from more than 150 restaurants prior to the Rams’ Monday Night Football game against the San Francisco 49ers, but they can also grab team apparel and signed collectibles from rookie quarterback Jared Goff, who is one of Fanatics’ exclusive memorabilia athletes. Goff is inactive for the game, but a face of the franchise after being selected with the top overall pick in the draft.
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“For the Fanatics business, we’re really focused on this notion that if there is a hot market, if there’s a milestone event that happens or an exciting win, we want to be first to market to celebrate that,” Orton said. “…When we were talking to the folks at Uber, it was very clear that, ‘Wow, we are really aligned with this notion that the world is going digital. The world is going on-demand. There seems like a real natural fit there.’”
Additionally, Fanatics runs the Rams’ online store — along with hundreds of other sports stores and those of the major U.S. professional leagues and 150-plus universities — so there was already an existing relationship between the two organizations.
Rams fans in certain areas in Southern California — such as the Valley, Westside, Downtown, South Bay and Orange County — will be eligible for the promotion and receive emails in addition to push notifications announcing the initiative.
“UberEATS is partnering with Fanatics to deliver on our promise of connecting people with a truly unique on-demand experience,” Allen Narcisse, UberEVERYTHING’s Southern California general manager, said in a statement. “Simply tap a button, order unique Rams merchandise, and tailgate-themed eats for the ultimate Rams fan experience whenever and wherever they chose to celebrate the historic return of the Rams to Los Angeles.”
