Andy DevaneyFanatics official apparel for the DP World Tour and Ryder Cup Europe will become a much bigger part of golf’s retail landscape under a new multi-year agreement that puts the company in charge of both organisations’ official stores, event retail and new licensed products.
The most eye-catching part arrives in 2027: fans will be able to buy official replicas of selected Team Europe outfits worn during the Ryder Cup at Adare Manor.
The Ryder Cup kit is the obvious headline
Under the agreement, Fanatics can create officially licensed Ryder Cup Europe, Ryder Cup match and DP World Tour ranges. It can also produce replicas of Team Europe’s on-course clothing from certain competition days, with those products due to launch next year ahead of the 2027 Ryder Cup in Limerick.
That gives the partnership something more substantial than another logo swap. It puts tournament identity, supporter culture and fashion in the same wardrobe.
Fanatics gets the shop as well as the shirt
The deal makes Fanatics the exclusive operator of the Official DP World Tour Store and European Ryder Cup Store, while also naming it exclusive retail partner for the 2027 Ryder Cup at Adare Manor.
Its physical footprint will extend to retail at the Amgen Irish Open, Genesis Scottish Open, BMW PGA Championship and Husqvarna British Masters hosted by Sir Nick Faldo.
Richard Bunn, Chief Revenue and Content Officer at the European Tour Group, said: “This new partnership starts at a time when the DP World Tour and Ryder Cup Europe are enjoying unprecedented growth in their fan bases.
For example, we could have sold out our general admission tickets for next year’s Ryder Cup more than 12 times over. This is also translating into strong demand for official product, and Fanatics bring a level of scale, innovation and product expertise that will elevate the retail experience for our fans around the world.”
Golf merchandise has escaped the clubhouse
The timing is deliberate. Golf apparel has been edging into everyday wardrobes, giving tournament merchandise a life beyond the grandstand and the first tee.
For the DP World Tour and Ryder Cup Europe, the commercial opportunity is straightforward: sell to spectators who want a souvenir and to consumers who simply like the look of it.
Stephen Dowling, International President at Fanatics, said: “This partnership reflects the incredible momentum behind golf right now, and we’re proud the European Tour Group has chosen Fanatics to help write its next chapter.
As a proud Irishman, seeing the Amgen Irish Open and the Ryder Cup at Adare Manor both part of this partnership makes it even more special personally; there’s no bigger stage in world sport, and we’re excited to deliver for golf fans both in Ireland and across the world.”
A wider commercial play for the DP World Tour
The agreement stretches beyond e-commerce. Fanatics will handle event retail, pop-up activations, licensing, wholesale and product design, while also providing licensed product services to DP World Tour and Ryder Cup corporate partners.
Chris Smith, Vice-President, International Growth & Strategy at Fanatics, added: “This is a genuinely comprehensive partnership, covering everything from event retail, e-commerce and pop-up activations to licensing, wholesale and product design, and that breadth is what allows us to give golf fans the product they deserve, at the scale these events demand.”
Rather than separating online shops, tournament stores and licensed clothing, the European Tour Group is handing much of the retail journey to one operator.
Adare Manor will be the first major test
The 2027 Ryder Cup gives the partnership a natural stage on which to prove itself. Ticket demand is already evident from the European Tour Group’s own figures, while the replica Team Europe range gives Fanatics a product with a direct link to the action.
Golf retail used to be content with a cap, a polo and perhaps a mug sturdy enough to survive a committee meeting. At Adare Manor, the question will be whether supporters want something closer to a uniform.
If they do, Fanatics will have the tills, the websites and the shirts ready.
