The European Tour Group and global digital sports platform Fanatics have entered a comprehensive, multi-year partnership covering the DP World Tour and Ryder Cup Europe.
Under the agreement, Fanatics will act as the exclusive operator of the Official DP World Tour Store and the European Ryder Cup Store. Additionally, Fanatics has been named the exclusive retail partner for the 2027 Ryder Cup, which will take place at Adare Manor in Limerick, Ireland.
The agreement grants Fanatics the rights to design and produce new lines of officially licensed merchandise for Ryder Cup Europe, specific Ryder Cup matches, and the DP World Tour. Fanatics has also acquired the rights to manufacture official replicas of Team Europe's competition outfits, allowing fans to purchase the same designs worn by players on the course.
These product lines are scheduled to launch next year leading up to the 2027 Ryder Cup. Furthermore, Fanatics will deliver licensed product services to corporate partners of both the DP World Tour and Ryder Cup Europe.
Fanatics will oversee physical retail operations at the 2027 Ryder Cup at Adare Manor. Beyond the Ryder Cup, Fanatics will operate exclusive retail locations at several major DP World Tour events, including:
Richard Bunn, Chief Revenue and Content Officer at the European Tour Group, spoke on the current audience growth and demand:
"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."
Stephen Dowling, International President at Fanatics, noted the momentum in the golf industry and the personal significance of the locations:
"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.”
Chris Smith, Vice-President International Growth & Strategy at Fanatics, highlighted the scope of the operations:
"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.”
The partnership comes as golf apparel continues to expand into everyday streetwear and lifestyle fashion. The Ryder Cup remains one of the largest merchandising events in golf, with Team Europe merchandise generating fan engagement and sales comparable to major global sporting events. The expanded product offerings and replica kits are planned to support this demand across e-commerce, event retail, wholesale, and pop-up activations.
