Fanatics Lands Exclusive Ryder Cup and DP World Tour Retail Deal
Fanatics has signed a multiyear partnership with the European Tour Group to become the exclusive operator of the official DP World Tour and Ryder Cup Europe store, deepening a retail relationship that stretches back a decade.
The agreement, reported on 18 August 2026, gives Fanatics the right to create officially licensed Ryder Cup Europe, Ryder Cup match and DP World Tour products — including exact replicas of the on-course outfits worn by Team Europe on selected competition days. Those replicas will be available in 2026, ahead of the 2027 Ryder Cup at Adare Manor in Limerick, Ireland, scheduled for 13–16 September 2027. Fanatics also becomes the exclusive retail partner for that tournament. (WWD)
Beyond the Ryder Cup, the deal covers several marquee European Tour events: the Amgen Irish Open, the Genesis Scottish Open, the BMW PGA Championship and the Husqvarna British events. Fanatics will run official retail at each.
The Ryder Cup, for those unfamiliar, is golf's biggest team match — Europe versus the United States, held every two years. Clothing has long been part of the spectacle. At the 2025 edition, the U.S. team was dressed by Ralph Lauren and the European team by Loro Piana, the Italian luxury house owned by LVMH. Now Fanatics will hold the licence to reproduce the European side's look for fans who want to wear it themselves.
This is not the first time the two organisations have worked together. The European Tour first named Fanatics its Official Retail Partner in 2016, under a seven-year agreement covering exclusive rights to supply and distribute European Tour and Ryder Cup Europe own-label products. (European Tour) The new deal extends and broadens that arrangement, adding the replica on-course apparel category and tying Fanatics more tightly to the 2027 Ryder Cup specifically.
For fans, the practical effect is straightforward: a wider range of officially licensed European team and DP World Tour gear, available sooner, from a single retail operator. For Fanatics, the Jacksonville, Florida-based sports merchandise company, it adds another major property to a portfolio that already spans North American leagues including the NFL, NBA and MLB.
The deal also tightens the link between golf fandom and fashion retail at a moment when the sport's television audiences and cultural reach are expanding. Team uniforms at the Ryder Cup are designed to be seen — broadcast to millions, photographed endlessly, debated on social media. Turning those looks into products fans can buy, in the same year they debut on course, is where the business sits.
