Fanatics to Run Stores, Create Merch for DP World Tour, Ryder Cup

Digital sports platform Fanatics has signed a multiyear partnership with European Tour Group to become the exclusive operator of the official DP World Tour and Ryder Cup European store. The company will also be the retail partner for several golf tournaments, including the 2027 Ryder Cup in Ireland and the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship and Husqvarna British.

In this agreement, Fanatics will create officially licensed merchandise for the Ryder Cup Europe and DP World Tour, including replicas of the player-worn outfits worn by Team Europe during certain competitions. These products are expected to be more affordable than the high-end player-worn attire, and they will be available to fans next year, ahead of the Ryder Cup scheduled for September 13-16, 2027.

Richard Bunn, the chief revenue and content officer for the European Tour Group, stated that this partnership aligns with the growing popularity of the DP World Tour and Ryder Cup Europe. Ticket sales for next year's Ryder Cup have reportedly been in high demand, with interest exceeding 12 times the available general admission tickets.

Stephen Dowling, international president for Fanatics, expressed enthusiasm about the partnership, noting the significant growth in golf and the stage these events represent in world sports. The partnership will cover various aspects of retail, e-commerce, pop-up activations, licensing, wholesale, and product design.

Chris Smith, vice president of international growth and strategy at Fanatics, emphasized the comprehensive nature of the partnership, stating that it will provide golf fans with the products they deserve at the scale required for these major events.