Yokohama F. Marinos and Fanatics Japan Announce 10-Year Strategic Merchandising Partnership

Yokohama F. Marinos (Yokohama Marinos Co., Ltd., hereinafter "Yokohama F. Marinos") and Fanatics Japan GK, the Japanese subsidiary of Fanatics Inc., one of the world's largest digital sports platforms (Managing Director: Masanori Kawa, headquartered in Minato-ku, Tokyo, hereinafter "Fanatics Japan"), are pleased to announce the signing of a strategic partnership agreement aimed at innovating and accelerating the growth of sports merchandising by leveraging both companies' operational resources.

<Content and Significance of the Partnership Agreement>

The mission of Yokohama F. Marinos—"to continuously deliver rich experiences full of joy, anger, sorrow, and happiness"—resonates strongly with Fanatics' mission of "Relentlessly Enhancing the Fan Experience." By joining forces, both organizations aim to transcend traditional merchandise sales and deliver a consistent, immersive merchandising experience.

Under this agreement, the following initiatives will be launched to maximize fan and supporter convenience and excitement:

1. Revamping of Stadium Stores and Pop-up Merchandise Stands, and Launch of a Flagship Store

Based on a significant investment commitment, the stadium shop at Nissan Stadium and in-game merchandise kiosks will be renovated and expanded in size. By introducing innovative VMD (Visual Merchandising) and state-of-the-art POS systems, congestion on match days will be reduced, delivering a more comfortable and exciting shopping experience for fans.

Additionally, plans are underway to open a flagship store within Yokohama City as part of a mid-term strategy, creating a year-round touchpoint where fans can engage with the club beyond match days.

2. Overhaul of the Online Store and Implementation of Next-Day Delivery

By migrating to a new technology-driven platform and establishing a fully integrated logistics system, orders placed by 3:00 PM will be delivered as early as the next day. The dramatic reduction in lead time enabled by the v-Commerce model (a vertically integrated model covering planning, manufacturing, and sales) allows fans to receive desired items at the exact moment they want them, enhancing the overall match-day experience.

3. Expansion of Product Lines and Rapid Launch of Trend-Driven Merchandise

Leveraging Fanatics' agile manufacturing infrastructure, the product lineup will be significantly expanded, including full-player coverage and new product categories. Furthermore, a rapid-response system will be established to launch limited-edition commemorative merchandise immediately following milestone achievements, faster than any other provider.

<Statements from Company Representatives>

Nakayama Akihiro, President & CEO, Yokohama Marinos Co., Ltd.

"We are honored to enter into a 10-year strategic partnership with Fanatics Japan, a global leader in sports merchandising. By combining Fanatics Japan's world-class expertise with the unique identity of Yokohama F. Marinos, we will co-create merchandise experiences that resonate with fans' emotions—on match days and in everyday life.

This long-term 10-year commitment, supported by substantial investment, will strengthen our club's operational foundation and serve as a major driver for sustainable growth. We invite everyone to look forward to the continued evolution of Yokohama F. Marinos."

Kawa Masanori, Managing Director, Fanatics Japan GK

"It is a true honor to establish a 10-year strategic partnership with Yokohama F. Marinos, one of the most prestigious clubs in the J.League. To partner with a club that commands passionate support both domestically and internationally, and that has consistently led the league, is a source of immense pride for us.

By leveraging Fanatics' global expertise and our proprietary v-Commerce business model, we will deliver merchandise experiences that align with Marinos fans' emotions—every day and on match days. Under this 10-year commitment, we look forward to contributing to the club's sustainable growth and co-creating a new chapter in its history."

About Fanatics

[Fanatics Japan GK (English: Fanatics Japan G.K.)]

Headquarters: 45F, Azabudai Hills Mori JP Tower, 1-3-1 Azabudai, Minato-ku, Tokyo

Representative (Managing Director): Masanori Kawa

Business Overview: Established in 2018 as the hub for Fanatics' expansion across Asia, Fanatics Japan currently partners with 4 professional baseball teams, 7 J.League clubs, and 4 B.League teams. The company operates under the "Majestic" and "Fanatics" brands, offering player-worn uniforms, fan apparel, and various merchandise. Its core strength lies in the "v-Commerce" model—a vertically integrated approach to planning, manufacturing, and selling fan merchandise with fan satisfaction as the top priority.

Official Website: https://fanaticsinc.com/japan

Careers: https://hrmos.co/pages/fanatics-japan/jobs

Official Note: https://note.com/fanatics_japan