ORCHARD PARK — The Buffalo Bills and Fanatics today announced an exclusive partnership – together, they will launch and operate a new digital storefront enabling Bills fans in the U.S., Canada, and abroad to support their team like never before. As a special welcome offer, fans in the U.S. can save 15% on select merchandise for a limited time with promo code WELCOME15. Fans in Canada can enjoy free shipping on orders over $59 with promo code WELCOMECA59.
Beginning today, shoppers can visit Shop.BuffaloBills.com to browse the most comprehensive collection of high-quality Bills merchandise, curated for fans of all ages. The store features a robust offering of merchandise across several product categories including jerseys, headwear, collectibles, and hardgoods, from leading brands such as Nike, Mitchell & Ness, Fanatics, New Era, WinCraft,and many more.
"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. "Our new digital storefront makes it simple to find and purchase a wide range of gear, from everyday apparel to unique collectibles, all built for Bills Mafia, the best fan base in sports."
At the center of the enhanced online store is Fanatics' Cloud Commerce Platform, a proprietary commerce engine custom-built to deliver for the real-time demands of sports fans. Designed with the flexibility to customize the front-end user experience, the platform gives the Bills a powerful new tool to amplify their brand. Powered by advanced AI-integration, the digital storefront delivers personalization across every touchpoint of the shopping journey, from homepage content and search results to product recommendations, creating a seamless, end-to-end retail experience for Bills Mafia.
A key benefit of the partnership is the ability to serve fans throughout North America with a seamless, cross-border shopping experience inspired by the passion of Bills fans in both the U.S. and Canada. Fanatics' infrastructure throughout both countries will enable access to the latest high-quality merchandise and low-cost shipping options.
"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. "With excitement building around the upcoming inaugural season at Highmark Stadium, this is the perfect moment to introduce a reimagined digital shopping destination that connects Bills Mafia with the merchandise they desire to showcase their pride on gameday and every day."
With the addition of the Bills, Fanatics now provides comprehensive retail services across e-commerce and physical retail for 29 NFL clubs. Fanatics also serves as the NFL's official e-commerce partner, operating the league's flagship retail destination, NFLShop.com.
About Fanatics Commerce
Fanatics Commerce is a leading designer, manufacturer, and seller of licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods. It operates a vertically-integrated platform of digital and physical capabilities for leading sports leagues, teams, colleges, and associations globally – as well as its flagship site, www.fanatics.com.
Fanatics Commerce has a broad range of online, sports venue, and vertical apparel partnerships worldwide, including comprehensive partnerships with leading leagues, sports organizations, teams and colleges across the world—including NFL, NBA, MLB, NHL, MLS, Formula 1, and Australian Football League (AFL); FIFA, the International Olympic Committee (IOC), England Rugby, and the Union of European Football Associations (UEFA); the Dallas Cowboys, Golden State Warriors, Paris Saint-Germain, Chelsea FC, and Tokyo Giants; and the University of Notre Dame, University of Alabama, and University of Texas.
