Fanatics Faces Criticism Ahead of 2026 Super Bowl
Many were surprised to see the Patriots and Seahawks competing in the 2026 Super Bowl, a twist that has stung the sporting goods company. They didn’t seem fully prepared for this matchup.
On a recent episode of the X show, Fanatics issued a strong statement regarding their inability to keep up with the demand for Super Bowl-related jerseys for both teams. Fans weren’t happy, and the company acknowledged the oversight in planning for each team’s potential success.
In addition to that, they addressed concerns regarding the quality of alternative jerseys they offered as replacements.
“Dear NFL fans, your feedback on the jerseys is taken very seriously. We recognize we fell short for both Patriots and Seahawks fans regarding product availability, and for that, we apologize,” the company posted.
They noted that this Super Bowl matchup created a significant challenge, with demand from fans skyrocketing. Previously, both teams had missed the playoffs before making it to the big game. It was quite unusual—their two fan bases have apparently purchased nearly 400% more jerseys since the previous Thanksgiving.
“We placed a larger order for jerseys than ever before, but meeting this overwhelming demand to keep team-colored jerseys available has proven difficult. We totally understand your expectations, and as sports fans ourselves, we get the frustration,” they continued, assuring fans they were working hard to improve.
Since 2018, the NFL has had a partnership with Fanatics, which has made them the exclusive provider of fan apparel, including jerseys, while Nike remains the team’s jersey supplier.
This isn’t the first time Fanatics has faced backlash for lacking merchandise before a major NFL game. A couple of years ago, there were complaints about the absence of white jerseys for the 49ers prior to their game against the Chiefs.
It’s worth noting that many teams did not predict a Super Bowl between the Patriots and Seahawks this season, making the current PR situation less than desirable for both Fanatics and the NFL.
It’s certainly timing that raises eyebrows, especially with a contract up for renewal.
Meanwhile, fans have taken to social media to express their dissatisfaction. The hashtag #EndFanatics has gained traction, with many sharing images of the alternative jerseys.
In response to the criticism, Fanatics has countered that more team-colored jerseys are arriving daily and that alternative options are available in the meantime. They pushed back on the quality issues, stating, “While we’ve seen some unfortunate photos, we assure you these jerseys match the standard Nike replica ‘game’ jerseys. This is one of our most popular products and follows a core template that’s been unchanged since Nike began producing NFL jerseys in 2012.” They also mentioned that customers can return any product they’re not satisfied with at no cost.
CEO Michael Rubin has previously addressed customer concerns regarding their merchandise rollout in Major League Baseball (MLB) as well. “We’ve generally followed the directives given to us, and until now, we’ve been told we were doing everything correctly. It’s stressful for us every day,” Rubin remarked. “It’s frustrating, especially since I typically face backlash only when I truly make a mistake.”
