Fanatics and Ticketmaster Form AllianceFanatics and Ticketmaster Form Alliance

The deal will offer leagues, teams and universities a cohesive experience that bridges the two companies’ databases, with additional fan rewards perks.

Ticketmaster, a major ticketing site for the U.S., will serve as the exclusive ticket provider for Fanatics, offering shoppers the chance to buy tickets via embedded links on Fanatics.com, FansEdge.com and individual team sites.

Ticket purchases will allow Fanatics shoppers to access a rewards program that awards points that can be traded for merchandise. The partnership will also allow Ticketmaster to market custom offerings and more to Fanatics customers while Fanatics shoppers can receive bundles of merchandise as an up-sell on their Ticketmaster ticket purchases.

"As partner to leagues, teams and schools, Ticketmaster and Fanatics have a shared responsibility to help stakeholders amplify their brands and grow their businesses," says Cole Gahagan, chief commercial officer, Fanatics. "By teaming up, we're now in a remarkably unique position to not only boost event awareness, but to also reward fans and increase the value of buying tickets and attending games. It's a big win for every member of the sports community."