The Buffalo Bills are partnering with Fanatics to launch an exclusive digital storefront for Bills fans in the U.S., Canada and abroad, the companies said in an announcement, with shopping available now at Shop.BuffaloBills.com.
The launch comes ahead of the team’s inaugural season at Highmark Stadium and aims to provide a unified, cross-border shopping experience for fans in North America through Fanatics’ existing infrastructure.
The new store carries jerseys, headwear, collectables, and hard goods from Nike, Mitchell & Ness, Fanatics, New Era and WinCraft, among others, and includes promo offers for early shoppers: U.S. buyers can use WELCOME15 to save 15% on select merchandise, while Canadian shoppers get free shipping over $59 with WELCOMECA59.
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“The Bills are proud to partner with Fanatics, the NFL’s official e-commerce partner, to give Bills fans everywhere (across Western New York, the U.S. and around the world) an even better way to shop,” said Jason Hartlund, Bills Chief Commercial Officer.
At the centre of the site is Fanatics’ Cloud Commerce Platform, a proprietary engine built for real-time sports retail demand and powered by advanced AI-integration to personalise homepage content, search results and product recommendations. “Bills fans are some of the most passionate in sports and deserve a shopping experience that matches their year-round energy for this iconic franchise,” said Ed O’Brien, Fanatics SVP of Business Development. Fanatics now provides e-commerce and physical retail services for 29 NFL clubs and operates the league’s flagship retail site, NFLShop.com.
The recap
- Buffalo Bills launch exclusive digital storefront with Fanatics partnership
- U.S. fans get 15% off select merchandise with WELCOME15
- Shoppers can visit Shop.BuffaloBills.com; Canada gets free shipping over $59
