Fanatics to Open Flagship Retail Store in Atlanta
The 2027 opening signals a shift toward year-round merchandise operations for retailers near major stadium complexes.
Updated on Oct. 27, 2026 in Retail
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Fanatics plans to open its first-ever flagship retail store at Atlanta's Centennial Yards in 2027. The company will also assume management of all in-arena retail operations for the Atlanta Hawks starting with the 2026-27 NBA season.
Why it matters
By moving into a permanent mixed-use development, Fanatics is shifting from event-based selling to a year-round retail model that captures traffic from the 5 million fans visiting the nearby stadium complex annually.
The $5 billion Centennial Yards project spans 50 acres, targeting the 5 million fans who attend more than 225 major events at the neighboring State Farm Arena and Mercedes-Benz Stadium each year.
The players
Fanatics
A major global digital sports platform and merchandise manufacturer that holds official e-commerce partnerships with the NBA.
Atlanta Hawks
A professional NBA basketball team that is transitioning its in-arena and e-commerce retail management to an outside operator.
The details
Fanatics is implementing an omnichannel model that links its established e-commerce platform with physical retail touchpoints in and around the venue. The strategy involves centralizing control over the Hawks' retail ecosystem, allowing the company to standardize the shopping experience for fans outside of game days.
Timeline
Fanatics begins managing in-arena retail at State Farm Arena during the 2026-27 NBA season.
The new flagship store at Centennial Yards is scheduled to open in 2027.
Market Landscape
The move represents a departure from traditional arena-only retail by anchoring a team partnership within the $5 billion Centennial Yards development. This follows the broader industry trend of teams and operators integrating sports merchandise into high-traffic, year-round lifestyle districts.
Operators in mixed-use developments should observe how Fanatics leverages the high volume of annual stadium visitors to sustain off-peak sales. Businesses neighboring major sports complexes should prepare for shifts in local pedestrian foot traffic patterns when these large-scale retail flagships launch.
The takeaway
The move illustrates a strategic shift toward capturing value outside of game-day windows by embedding retail directly into stadium-proximate entertainment districts. Retailers in similar hubs should track how Fanatics integrates inventory management between its digital platform and the new physical storefront.
Further reading
For broader trends in physical store strategies, explore our Retail section.
Source note: This article includes information reported by Chain Store Age.
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Do you support the development of year-round team retail stores in your city's mixed-use districts?
