The European Tour Group and Fanatics, a global digital sports platform and leader in licensed sports merchandise, today announced a comprehensive multi-year partnership spanning the DP World Tour and Ryder Cup Europe.
Under the agreement, Fanatics becomes the exclusive operator of the Official DP World Tour Store and the European Ryder Cup Store and is named exclusive retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, Ireland.
The agreement also includes the right for Fanatics to create new ranges of officially licensed Ryder Cup Europe, Ryder Cup match, and DP World Tour products. As part of the agreement, Fanatics has secured the right to produce official replicas of the on-course outfits worn by Team Europe on certain competition days, meaning fans will be able to buy the same design of outfit worn by the team on the course.
The ranges will launch next year in the build-up to the 2027 Ryder Cup at Adare Manor. Fanatics will also provide licensed product services to DP World Tour and Ryder Cup corporate partners.
The partnership brings together Fanatics’ global commerce, product design and physical retail capabilities with two of the most storied properties in golf, at a moment when golf apparel and merchandise are experiencing a surge in demand driven not only by fans following the competition, but by a new generation embracing golf-inspired style as an everyday fashion statement.
Richard Bunn, Chief Revenue and Content Officer at the European Tour Group, said: “This new partnership starts at a time when the DP World Tour and Ryder Cup Europe are enjoying unprecedented growth in their fan bases. For example, we could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over. This is also translating into strong demand for official product, and Fanatics bring a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world.”
Stephen Dowling, International President at Fanatics, said: “This partnership reflects the incredible momentum behind golf right now, and we’re proud the European Tour Group has chosen Fanatics to help write its next chapter. As a proud Irishman, seeing the Amgen Irish Open and the Ryder Cup at Adare Manor both part of this partnership makes it even more special personally, there’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world.”
Fanatics, which has significant experience across global event retail, will operate the retail at the Ryder Cup at Adare Manor, Limerick, in 2027 and also operate exclusive retail outlets at the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship and Husqvarna British Masters hosted by Sir Nick Faldo.
Chris Smith, Vice-President, International Growth & Strategy at Fanatics, added: “This is a genuinely comprehensive partnership, covering everything from event retail, e-commerce and pop-up activations to licensing, wholesale and product design, and that breadth is what allows us to give golf fans the product they deserve, at the scale these events demand.”