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Nets partner with Fanatics on team store, online sales, the latest link with company

The Nets and Liberty have linked up with Fanatics, the sports merchandising and marketing company, to run both their e-commerce and team store ... which has been renamed the “Brooklyn Fanatics Store.”

According to a news release from Fanatics...

Fanatics reached multiyear, omnichannel retail partnership with BSE Global, becoming the official e-commerce and physical retail partner of both the Nets and WNBA N.Y. Liberty. Fanatics will now power online and in-person shopping experiences at Barclays Center for both teams, including the newly renovated Brooklyn Fanatics store. Fanatics will collaborate closely with the franchises on unique, team- and city-centric merchandising strategies.

Fanatics is the official e-commerce partner of both the NBA and WNBA. The Nets are Fanatics’ 13th NBA e-commerce partner, with seven of those teams also having omnichannel retail partnerships with Fanatics.

It’s the latest link-up between BSE and Fanatics. Last week, it was revealed that BSE Global is supporting the New York mobile sports betting bid by Fanatics SportsBook. The bid also includes Penn National Gaming, parent of Barstool Sports, but an insider reports that the Nets support only extends to Fanatics.

Michael Rubin, Fanatics CEO and minority owner of the 76ers, is personally close to Joe and Clara Wu Tsai, principal owners of both the Nets and Liberty. Rubin and Clara Wu Tsai are among the founding partners of the REFORM Alliance, the Meek Mill-inspired group trying to reform the nation’s criminal justice system, particularly parole and probation. In addition, former Nets minority owner Jay-Z is vice-chairman and board member of the Fanatics SportsBook.

Fanatics is aiming to transform itself from a merchandiser to more of a one-stop digital platform for all things sports.