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Fanatics To Change NASCAR Trackside Superstore Model

Fanatics is looking at changing its NASCAR trackside superstore model to a more tailored approach where it will not only utilize the large superstore tent at every track, according to sources. Fanatics in August 2015 launched the 60,000-square-foot trackside superstore model as part of a 10-year deal with NASCAR, which previously utilized haulers to sell merchandise.

The tent traveled to all 36 Monster Energy NASCAR Cup Series race weekends and was pitched as a more comfortable shopping experience for fans who could now have more of a department-store experience than the beloved yet at-times cumbersome hauler approach. But amid declining merchandise sales linked in part to lower attendance this year, Fanatics is now looking at moving to more of a hybrid approach whereby it will tailor its efforts toward the intricacies of each track, which could include using everything from smaller tents to haulers and new brick-and-mortar stores in tracks.

A key focus for Fanatics is getting more merchandise sold inside the actual track venue itself, as opposed to only having one large tent outside where fans can purchase merch.

--- Sports Business Daily ---