Fanatics Secures Exclusive Retail Rights for DP World Tour and 2027 Ryder Cup
The agreement covers e-commerce, event retail, and product design for the DP World Tour, including the upcoming 2027 Ryder Cup in Ireland.
Fanatics has entered a multiyear partnership with the European Tour Group to become the exclusive operator of official DP World Tour and Ryder Cup European stores. The agreement designates the US-based digital sports platform as the sole retail partner for the 2027 Ryder Cup at Adare Manor in Limerick, Ireland, alongside other key tournaments including the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship, and Husqvarna British.
The deal encompasses a broad scope of commercial activities, including event retail, e-commerce, pop-up activations, licensing, wholesale, and product design. Under the terms of the agreement, Fanatics will produce officially licensed merchandise, such as replica on-course outfits worn by Team Europe. These items are expected to be priced more accessibly than the player-worn garments previously supplied by Loro Piana.
Replica merchandise will become available next year in advance of the Ryder Cup, which is scheduled for September 13 to 16, 2027. The European Tour Group highlighted the commercial significance of the event, noting that the Ryder Cup is held biennially and represents one of the most popular merchandising opportunities in sport.
Richard Bunn, chief revenue and content officer for the European Tour Group, stated that the partnership aligns with a period of unprecedented growth for the tour’s fan base. He noted that demand for general admission tickets for the 2027 event could have sold out more than 12 times over, indicating strong interest that translates into demand for official products.
Stephen Dowling, international president for Fanatics, described the deal as a reflection of the momentum behind golf, while Chris Smith, vice president of international growth and strategy, emphasised the comprehensive nature of the partnership. Smith noted that the breadth of the agreement allows the operator to deliver products at the scale these events demand, covering everything from licensing to product design.
In 2025, the U.S. team was dressed by Ralph Lauren and the European team by Loro Piana. The new arrangement marks a shift in retail strategy for the European Tour Group, leveraging Fanatics’ expertise in licensed sports merchandise to manage the commercial aspects of its premier events.
The partnership extends beyond the Ryder Cup to include retail rights for the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship, and Husqvarna British. This expansion allows Fanatics to integrate its retail operations across multiple high-profile tournaments within the European Tour Group’s calendar.
The agreement positions Fanatics as a central figure in the commercial landscape of European golf, managing the retail experience for fans attending events in Ireland and across the continent. The operator will oversee the production and distribution of official goods, aiming to elevate the retail experience through scale and innovation.
