Fanatics Store to Open at Atlanta Centennial Yards in 2027
The new retail location will offer year-round sports merchandise near State Farm Arena for Atlanta shoppers.
Updated on Oct. 16, 2026 in Retail
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Fanatics and the Atlanta Hawks will open a new retail location at the 50-acre Centennial Yards development in downtown Atlanta. The store is scheduled to open in 2027, offering a year-round shopping experience near State Farm Arena.
Why it matters
This partnership highlights the trend of sports franchises extending their commercial footprint into year-round, mixed-use real estate projects. By locating near the arena, the organizations aim to capture consumer traffic outside of game-day schedules.
The retail site is part of the broader 50-acre Centennial Yards development project. The total development is estimated to cost $5 billion.
The players
Fanatics
A global provider of licensed sports merchandise and e-commerce platforms.
Atlanta Hawks
A professional basketball team in the National Basketball Association.
The details
The retail location operates via a multi-year partnership agreement between Fanatics and the Atlanta Hawks. It is designed to serve as a year-round retail hub for Hawks apparel and merchandise from other local sports teams, operating outside the footprint of State Farm Arena.
Timeline
October 9, 2026: Fanatics announced the partnership for the store.
2027: The Fanatics store is scheduled to open.
Market Landscape
The store opening follows the pattern of sports franchises integrating commercial retail into larger urban redevelopment projects. The move reflects the broader industry trend of the development of mixed-use entertainment districts, where sports organizations seek to monetize foot traffic beyond event dates.
Operators in sports-adjacent retail should evaluate the potential for year-round revenue through long-term partnerships with major local anchors. Monitoring the foot traffic patterns at the Centennial Yards site will provide a benchmark for the viability of off-site team merchandise hubs.
The takeaway
The strategy demonstrates how major brands are pivoting toward permanent, off-arena footprints to maintain engagement. Retail operators should track the 2027 opening to assess the long-term impact on local merchandise demand.
Further reading
For broader trends in local brick-and-mortar strategies, see our coverage of Atlanta Retail.
Source note: This article includes information reported by The Atlanta Journal-Constitution.
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