Fanatics expands into live events, introduces live commerce shopping application

If you are or know anyone who embodies the, “Dudes can literally just sit around and name old sports players” tweet (X?), then there’s some great news for you.

Fanatics is expanding its operations in what has been described as Comic Con for sports collectibles and memorabilia, and is also engaging its customers through a new live streaming app. The sports-centric e-commerce company is looking to get up close and personal with its customers and know a signed Brian Dawkins rookie card is the best way to pull it off.

Fanatics next year plans to launch an events vertical in partnership with talent management firm IMG called Fanatics Events, as it looks to diversify its portfolio ahead of a potential IPO.

• Fanatics has tapped Lance Fensterman, former president of pop-culture events business ReedPop, to head the venture as CEO.
• The events will host festivals featuring athletes and brands from the sports industry.

“The launch of our new Fanatics Events business provides an opportunity to celebrate all aspects of fandom—including sports, collectibles, memorabilia, fashion, music, and entertainment—under one physical roof in a way that has never been done before,” Fensterman told CNBC.

Live from the gutter: In addition to Fanatics Events, the company has also launched Fanatics Live, a livestream app where shoppers can buy and trade collectibles and merchandise and view exclusive content.

• It will be available in North America later this year, the company said, and users can discover and curate content based on their interests.
• Sellers can broadcast through LiveOS, which offers livestream management, logistics, and operations.
• Fanatics said there will be chances in the future to create content and commerce via Fanatics Authentic, the company’s autograph and memorabilia division, as well as Topps, Lids, and other partner companies.

“With Fanatics Live, we see a tremendous opportunity to marry content, community, and commerce,” Fanatics Live CEO Nick Bell said in a statement to TechCrunch. “By bringing together like-minded fans and collectors on our platform, coupled with an extensive network of partners across sports, entertainment, and culture, Fanatics Live aims to build a trusted environment for fans with highly entertaining, quality programming where commerce is ultimately its byproduct.”

The big picture: Fanatics has traditionally been an e-commerce platform for sports apparel and merchandise, but as rumblings of a potential initial public offering loom, the company is looking to expand its business verticals.

• In April, Fanatics and the WWE expanded their partnership and Fanatics began operating physical merchandise stands at WWE events.
• Fanatics is working with the WWE teams that previously operated its event retail business to bolster in-venue product offerings with localized merch collections and look to operate 300+ events yearly.