Dramatic overhaul coming to NASCAR souvenir sales
Fanatics' compelling vision for at-track experience ready for growth
The new Chase for the NASCAR Sprint Cup playoff format that debuted last season was a dramatic shift that ramped up the pressure and drama of the 10-race postseason. This season, the debut of a new partnership intends to bring the same game-changing dynamic to a different aspect of the fan experience: souvenir shopping. NASCAR and NASCAR Team Properties jointly announced
Wednesday a 10-year agreement with Fanatics to conduct its fan merchandise operations at every NASCAR Sprint Cup Series race. The new partnership -- which has been met with support from teams and tracks across the industry -- includes sweeping plans to transform the sales of memorabilia from an allotment of walk-up trailers to a walk-in assortment of tents in a courtyard-style mall layout.
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