Fanatics Takes Aim at Global Golf Commerce with European Tour Group Partnership

Fanatics has solidified its position in global golf commerce by partnering with the European Tour Group as the exclusive retail partner of the DP World Tour and Ryder Cup Europe. The multi-year agreement will see Fanatics operate the official DP World Tour Store and European Ryder Cup Store, as well as handle retail operations at the 2027 Ryder Cup at Adare Manor in Limerick, Ireland.

The partnership encompasses various aspects, including e-commerce, event retail, pop-up activations, wholesale, licensing, and product design. Fanatics will also open exclusive retail outlets at major DP World Tour events such as the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship, and Husqvarna British Masters hosted by Sir Nick Faldo.

A key feature of the agreement is Fanatics' right to create official replica versions of Team Europe's on-course outfits worn on selected competition days. These ranges will launch in 2027 ahead of the Ryder Cup, allowing fans to purchase merchandise closely tied to the team's competitive identity.