Scoring its first client in the National Basketball Association, e-commerce platform provider FanBuzz has launched an online store for the Boston Celtics. The site was designed to offer a broader range of officially licensed apparel than is available through a separate Celtics store on NBA.com, and sales and traffic are exceeding expectations since its October launch, FanBuzz president Roy Seinfeld tells InternetRetailer.com.
The FanBuzz Celtics store, located at Store.Celtics.FanBuzz.com, is one of two online merchandise stores linked directly from NBA.com/Celtics, or Celtics.com, which serves as a general information site for the Celtics. Shoppers who click on a "store" link in a top horizontal bar on Celtics.com land in the official NBA Celtics store operated by NBA Media Ventures LLC and powered by Amazon.com. But by clicking on the "Buy Merchandise" in the left navigation bar, shoppers on Celtics.com land at the Boston Celtics Online Store operated by FanBuzz.
The FanBuzz Celtics store is designed to offer the Celtics more flexibility in running promotions as well as offering a broader range of colors and styles of logos on apparel, Seinfeld says. "We give them the web site look and feel they want," he says, adding that FanBuzz will coordinate online merchandising promotions with particular team events, such as special days that honor individual players. As with all of its web site clients, which include the National Hockey League and its 30 professional franchises, FanBuzz owns and manages the inventory.
FanBuzz is owned by ValueVision Media, which also owns ShopNBC and ShopNBC.com. Although there are no current plans to offer Celtics merchandise through the TV- or web-based ShopNBC channel, FanBuzz will sell Celtics products through ShopNBC as demand warrants.