Smith Entertainment Group (SEG), the Salt Lake City-based operation that owns the Utah Jazz of the National Basketball Association and the Utah Mammoth of the National Hockey League, has signed a long-term partnership establishing Fanatics Commerce as the official retail partner for both of the big-league franchises.
Fanatics is a global sports merchandising company headquartered in Jacksonville, Florida, with 36 office locations along with retail outlets worldwide. It maintains partnerships with leagues, teams, colleges and sports organizations around the world. The firm employs more than 22,000 people.
Through the deal, Fanatics will manage the end-to-end retail operations for SEG, including newly designed e-commerce platforms and the full suite of in-venue retail operations at Delta Center, the Salt Lake City home of SEG’s two sports franchises.
“Fanatics is a global leader in sports apparel design, manufacturing and merchandising, and we are thrilled to leverage their expertise to offer fans a completely reimagined, tech-forward shopping experience across all retail touchpoints,” said Chris Barney, president of revenue and commercial strategy for SEG. “As we continue to invest in the fan experience at Delta Center and beyond, our retail strategy plays a key role in pushing boundaries and redefining how fans connect with our teams for years to come.”
Beginning June 1, Fanatics assumed operations of all retail locations throughout Delta Center, including the Team Store, presented by American Express, on the main concourse, as well as the storefront on Level 5. To prepare for the transition, the Team Store inside Delta Center closed for a week earlier this month.
SEG said that as early as August, fans who visit the Team Store will have access to an expanded selection of Utah Jazz and Utah Mammoth merchandise, including premium headwear, collectibles and memorabilia and lifestyle accessories with brands such as Fanatics, Nike, New Era, Mitchell & Ness, ’47 and WinCraft. Replica and authentic jerseys for both the Utah Jazz and Utah Mammoth will be available for purchase starting in the 2025-26 season. In addition, Fanatics is developing Utah-inspired collections and exclusive collaborations that celebrate the state.
“Utah is rapidly emerging as one of America’s most passionate sports markets, and Fanatics is honored to officially join forces with Smith Entertainment Group,” said Ed O’Brien, Fanatics’ senior vice president of business development. “We’re committed to providing an unparalleled retail experience, delivering exceptional products for Jazz and Mammoth fans of all ages — whether in the arena, online or anywhere they choose to shop.”
This summer, www.JazzTeamStore.com will launch as the team’s new online shopping destination powered by Fanatics’ proprietary Cloud Commerce Platform. The Mammoth online store, www.Shop.NHL.com/Utah-Mammoth, will operate through the league-wide NHL Shop network operated by Fanatics.
As part of Delta Center’s multi-year reconstruction, Fanatics will gradually introduce a number of innovative retail technologies inside the Team Store, including radio-frequency identification (RFID), offering fans faster and more efficient automated processes for checking out. In addition, SEG and Fanatics will work together to build a new, state-of-the-art flagship store, redesigned to reflect a modern, immersive environment that showcases Utah’s cultural identity and sports legacy, an SEG release said.
Fanatics is a longstanding partner of the NHL, serving as the league’s official outfitter of on-ice uniforms and exclusive e-commerce operator and the e-commerce operator for all NHL teams through the NHL Shop platform. Fanatics also serves as the NBA’s official e-commerce partner. The Mammoth becomes the fourth NHL club for which Fanatics operates in-venue retail, while the Jazz join as Fanatics’ 12th NBA partner, eight of which are omnichannel.
Smith Entertainment Group is a sports, entertainment, real estate and technology investment group focused primarily on the state of Utah. In addition to the Jazz and Mammoth, SEG’s portfolio includes Delta Center, SEG Media, The Shops at South Town, Salt Lake City Stars (NBA G League), Utah Jazz Gaming (NBA 2K League) and other Utah-centric business ventures.
