Fanatics is turning its gaze overseas.
The digital sports platform and licensed sports merchandiser has signed a multiyear partnership with the European Tour Group to become the exclusive operator of the official DP World Tour and the Ryder Cup European store. It will also become the exclusive retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, Ireland, as well as the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship and Husqvarna British.
The agreement includes the right for Fanatics to create officially licensed Ryder Cup Europe, Ryder Cup match and DP World Tour products. That will include official replicas for fans of the on-course outfits worn by Team Europe on certain competition days. The merchandise, which is expected to be at a more accessible price than the player-worn outfits created by Loro Piana, will be available next year in advance of the Ryder Cup, slated for Sept. 13 to 16, 2027.
“This new partnership starts at a time when the DP World Tour and Ryder Cup Europe are enjoying unprecedented growth in their fan bases,” said Richard Bunn, chief revenue and content officer for the European Tour Group. “For example, we could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over. This is also translating into strong demand for official product and Fanatics brings a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world.”
Stephen Dowling, international president for Fanatics, added: “This partnership reflects the incredible momentum behind golf right now, and we’re proud the European Tour Group has chosen Fanatics to help write its next chapter. There’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world.”
Chris Smith, vice president of international growth and strategy at Fanatics, said: “This is a genuinely comprehensive partnership, covering everything from event retail, e-commerce and pop-up activations to licensing, wholesale and product design, and that breadth is what allows us to give golf fans the product they deserve, at the scale these events demand.”
The Ryder Cup, which is held every two years, is among the most popular merchandising opportunities in sports. In 2025, the U.S. team was dressed by Ralph Lauren and the Europeans by Loro Piana.
Sign up for WWD's Newsletter. For the latest news, follow us on Facebook, Twitter, and Instagram.