[EN] NFL, DFB, Formula 1... and 900 more: How to delight fans with product, story, agility

The sports merchandise industry plays by different rules than classic ecommerce. Demand is emotional, moments are unpredictable, and relevance expires fast.

In this keynote, Armand Farsi, GM Germany at Fanatics, gives an inside view into Fanatics, the leading global sports platform powering merchandise and commerce for more than 900 sports properties, including the NFL, DFB, and Formula 1.

The talk focuses on three core principles that shape how Fanatics operates in this environment: Product – fast, localized, moment-driven assortments instead of long-range, generic planningStory – turning moments, athletes, clubs, and collaborations into culturally relevant drops and narratives fans want to be part ofAgility – technology, data, and supply chains designed to react at speed when fan attention peaks

Rather than theory, the session shares real-world examples from global sports and entertainment, showing how product creation, storytelling, and operational speed come together when fandom is at the center.