Fanatics will operate the official DP World Tour and European Ryder Cup stores and handle event retail for the 2027 Ryder Cup at Adare Manor.
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Fanatics has struck a multi-year partnership with the European Tour Group, giving the sports merchandiser exclusive rights to operate the official DP World Tour store and the European Ryder Cup store.
The deal also names Fanatics as the exclusive retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, Ireland. The company will run on-site retail outlets at that event and at four other tournaments: the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship and Husqvarna British Masters.
Richard Bunn, chief revenue and content officer at the European Tour Group, said demand for official product is surging alongside the tour's fan base.
“We could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over,” Bunn said. “This is also translating into strong demand for official product and Fanatics bring a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world.”
Fanatics will create new lines of officially licensed Ryder Cup match, DP World Tour and Ryder Cup Europe merchandise. It also secured the right to produce replicas of on-course outfits worn by Team Europe on select competition days.
Stephen Dowling, Fanatics' international president, said the partnership reflects the momentum behind golf. “As a proud Irishman, seeing the Amgen Irish Open and the Ryder Cup at Adare Manor both part of this partnership makes it even more special personally,” Dowling said. “There’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world.”
Fanatics, which has extensive experience in global event retail, will operate the Ryder Cup retail at Adare Manor in 2027.
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