Fanatics Named Exclusive Retail Partner for European Tour Group and Ryder Cup

The comprehensive agreement covers event retail, e-commerce, pop-up activations, licensing, wholesale, and product design ahead of the 2027 Ryder Cup in Limerick, Ireland.

Exclusive Retail Operations for Major Golf Tournaments

Under the multiyear agreement, Fanatics takes over exclusive retail operations for several premier golf events on the calendar, according to coverage from WWD and Fanatics corporate statements. These tournaments include the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship, and the Husqvarna British Masters hosted by Sir Nick Faldo.

Fanatics will also manage the physical and digital retail footprint for the 2027 Ryder Cup, which takes place from September 13 to 16, 2027, at Adare Manor in Limerick, Ireland. Richard Bunn, chief revenue and content officer for the European Tour Group, noted the partnership arrives during a period of significant growth.

This new partnership starts at a time when the DP World Tour and Ryder Cup Europe are enjoying unprecedented growth in their fan bases. For example, we could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over. This is also translating into strong demand for official product and Fanatics brings a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world.

Richard Bunn, European Tour Group

Team Europe Replica Kit and New Product Ranges

The agreement grants Fanatics the rights to create new ranges of officially licensed Ryder Cup Europe, Ryder Cup match, and DP World Tour products, according to verified corporate press releases. A central feature of the collaboration includes producing official replicas of the on-course outfits worn by Team Europe during specific competition days.

While Loro Piana designs the player-worn outfits for Team Europe—matching Ralph Lauren’s role for the U.S. team—the Fanatics replicas will offer fans accessible alternatives, according to WWD. These replica items will debut next year in advance of the 2027 tournament at Adare Manor. Stephen Dowling, international president for Fanatics, emphasized the significance of the partnership.

This partnership reflects the incredible momentum behind golf right now, and we’re proud the European Tour Group has chosen Fanatics to help write its next chapter. There’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world.

Stephen Dowling, Fanatics

Meeting Global Demand for Golf Lifestyle Apparel

The partnership capitalizes on a broader commercial shift where golf apparel has moved beyond the clubhouse and into everyday streetwear and lifestyle wardrobes, according to Fanatics corporate statements. Chris Smith, vice president of international growth and strategy at Fanatics, detailed the scope of the arrangement.

This is a genuinely comprehensive partnership, covering everything from event retail, e-commerce and pop-up activations to licensing, wholesale and product design, and that breadth is what allows us to give golf fans the product they deserve, at the scale these events demand.

Chris Smith, Fanatics

The Ryder Cup remains among the most prominent merchandising opportunities in world sport, driving consumer engagement that matches major global sports events. The newly expanded product assortments and official replica kits will launch across Fanatics digital platforms and tournament retail locations ahead of the 2027 matches.