Fanatics launches livestream commerce app

Fanatics is letting fans and collectors participate in creator-run, live shopping experiences via a dedicated app.

The global digital sports and related merchandise platform has launched a new livestream commerce platform, Fanatics Live. The community-driven platform is currently available in North America on Apple devices, with web and Android support coming later this year. 

Through engaging, exclusive content offered across the platform, Fanatics Live said it aims to transform the digital shopping experience and create a space where sellers and fans can unite their passions and interests and transact on collectible items in one place. The experiences will initially feature trading card “breaks,” limited edition merchandise and collectibles drops, with on-location streams featuring high- profile athletes and entertainers. 

 Fanatics Live currently holds partnerships with Major League Baseball (MLB), with its app first debuting on-field during the league’s All-Star Weekend in Seattle as well as Slam Magazine and VeeFriends, with more collaborations expected this year. The company will also leverage existing Fanatics businesses, including Fanatics Authentic, Topps and Lids, to create content and commerce opportunities.

“With Fanatics Live, we see a tremendous opportunity to marry content, community, and commerce, and are incredibly excited to officially launch our product,” said Nick Bell, CEO of Fanatics Live. “By bringing together like-minded fans and collectors on our platform, coupled with an extensive network of partners across sports, entertainment and culture, Fanatics Live aims to build a trusted environment for fans with highly entertaining, quality programming where commerce is ultimately its by-product.” 

Fans on the platform onboard by signaling their interests and can then discover new content based on what their preferences are. Streams come to life through interactive widgets and a live chat experience that lets them engage with creators, react and celebrate big moments together in real time. 

Sellers can run their entire broadcast through “LiveOS,” a one-stop shop for managing every stream, including all logistical and operations through analytics dashboards, and meaningfully engage their audience.