MLS touts deal with new online store for Canadians

Major League Soccer is partnering with Fanatics in a deal that will mean a unique merchandising portal for Canada.

Under a long-term global agreement that begins in 2019, Fanatics gains worldwide rights to produce MLS fan gear apparel, headwear and other goods across all retail and wholesale channels.

Its Canada store will open in 2018.

“We took a ‘fan-first’ approach to our expanded partnership with Fanatics,” Kathy Carter, president of Soccer United Marketing, MLS’s commercial arm, said in a statement. “We spoke to our supporters in Canada. Their passion and commitment is what makes MLS so special. We listened to their feedback.

“They want more selection and a wider assortment of fan gear for Montreal Impact, Toronto FC and Vancouver Whitecaps FC. Starting next season, that’s what you’ll see with this new deal.”

Canadian teams offer limited merchandise, with the bulk of products only available from the league’s U.S. online store. Now there will be a merchandise division in Canada shipping local product.

The Canadian website will be in both English and French.

Fanatics will run the official MLS online store, MLSstore.com, which encompasses all 23 MLS clubs.

Fanatics is also the official invenue retail provider for Atlanta United, Chicago Fire, Houston Dynamo, Minnesota United and the Vancouver Whitecaps.

Founded in 1995 and headquartered in Jacksonville, Fla., Fanatics operates more than 300 online and off-line stores, including the e-commerce business for the NFL, MLB, NBA, NHL, MLS, NASCAR, PGA and more than 200 collegiate and pro teams.

Adidas continues as the official uniform sponsor for MLS.