Fanatics, the global sports merchandise and ecommerce platform, has entered a strategic partnership with Rokt, a technology company that uses artificial intelligence and machine learning to make ecommerce experiences more relevant for individual users.
For those of you who are not in the know, Fanatics operates a range of online platforms that sell licensed sports apparel, collectibles, and other fan merchandise. The company has expanded its business to cover digital commerce, trading cards, sports betting, and live events. Its ecommerce operations serve fans globally across major leagues and teams.
On the other hand, Rokt provides an ecommerce technology platform designed to apply machine learning at key points in a user’s shopping experience. Its systems analyze transaction data in real time. The platform then identifies and displays offers, products, or content that align with user interests. Rokt refers to this interaction as delivering relevance in what it calls the “Transaction Moment.”
Under the terms of the new agreement, Fanatics will integrate Rokt’s technology into its digital shopping environments. The initial rollout includes two Rokt products. The first is Rokt Pay Plus, which operates at the payment and checkout stage of a transaction. The second is Rokt Thanks, which appears after a purchase is completed. These integrations are intended to show fans targeted offers or content that ties to their interests at key points in their visit. Future plans include a broader use of Rokt’s products such as Rokt Ads and Rokt Catalog, expanding relevance across more areas of Fanatics’ ecommerce ecosystem.
Michael Rubin, chief executive officer of Fanatics, said that the company views this partnership as part of its effort to improve how fans interact with its online platforms. According to statements in the announcement, Fanatics expects Rokt’s technology to help create a more seamless experience for customers by making the content and offers they see more relevant to their interests.
Bruce Buchanan, chief executive officer of Rokt, described the renewed partnership as significant for the Rokt Network. He noted that Fanatics is returning to the network after previously exploring other options. Rokt sees the expanded relationship as an opportunity to deliver broader relevance across the entire shopping journey, starting with integration of its initial products and moving into additional areas with new technology.
The partnership is global in scope, with both Fanatics and Rokt comfirming their intent to support relevance across Fanatics’ international operations, including in North America, Europe, and the Asia-Pacific region. This aligns with both companies’ ambitions to scale their offerings and impact across multiple markets.
