Afterpay Becomes Preferred BNPL Partner for Fanatics

The partnership expands the existing relationship between the two companies, which previously collaborated on activations during the summer Fanatics Fest event. Eligible shoppers now gain access to Pay in 4 and Pay Monthly features across the retailer's various digital storefronts, including Lids and partner-specific sites. Tanuj Parikh, Head of Revenue for Cash App and Afterpay, described the deal as a milestone in the company’s push into high-intent shopping categories where financial flexibility is a priority for consumers.

For Fanatics, the integration aligns with a broader strategy to enhance fan experience through personalized commerce tools and flexible checkout options. Tucker Kain, Chief Strategy and Growth Officer at Fanatics, noted that the service makes the brand's product assortment more accessible to fans looking to support their teams during major sports moments.