Tokyo Giants Drafts Multi-Year Global Licensing Deal with Fanatics and Nike

Nippon Professional Baseball’s (NPB) Tokyo Giants have inked a global licensing partnership with merchandise specialist Fanatics and US sportswear giant Nike.

The multi-year agreement will see Nike become the Giants’ official uniform supplier, with Fanatics to produce and distribute the replica uniforms, branded fan jerseys, and apparel. In addition, Fanatics’ memorabilia division will produce new Giants collectible products. That merchandise will be sold across Fanatics’ proprietary e-commerce platforms and retail stores.

The deal sees Giants become the first individual franchise to sign a deal of this kind, which follows a similar model as the merchandise giant’s contracts with US sports properties and colleges. Fanatics will launch a new Giants e-commerce platform and refurbish the team’s retail stores at their Tokyo Dome home prior to the start of the 2023 NPB season. 

Doug Mack, Vice Chairman, Fanatics said, “The Giants are the most successful Japanese baseball team in history and have one of the strongest fan bases across Asia in any sport. It is an honor to work with such a historic organization and for them to become the largest individual club in any sport globally to adopt what we believe is the most innovative and fan-centric model in the licensed sports merchandise industry. For a club as prestigious as the Giants to put its faith in Fanatics is a testament to the success of this game-changing model we have built with Nike and to our focus on always putting the fan first.”