Dive Brief:

• Web retailer Fanatics, which sells licenses sports clothing and gear, is launching physical stores— more accurately, big temp-controlled tents — through a new partnership with NASCAR.

• The Jacksonville, FL-based e-retailer has forged a 10-year agreement to operate superstores on site at the NASCAR Spring Cup Series for its 38 race weekends.

• The agreement means that NASCAR will be phasing out its current retail situation, where teams and drivers sell merchandise out of their own trucks and tents.

Dive Insight:

This is not Fanatics first time at the brick-and-mortar rodeo; it operates stores for National Hockey League teams and at a few universities. This NASCAR deal shows that the e-retailer is serious about expanding its reach and brand through physical retail.