CHARLOTTE, N.C. — Just in time for football season, a pair of fashion powerhouses have partnered to meet the demands of fans.

Belk and Fanatics, a global digital sports platform and leading provider of licensed sports merchandise, announced a partnership to enhance the retailer’s inventory and provide shoppers with access to Fanatics’ industry-leading assortment of licensed sports merchandise.

Alabama and Auburn fans can hit their local Belk for the latest apparel and merchandise to get ready for game day.

The Belk and Fanatics online shopping experience will be powered by Belk via its website and app, while orders will be fulfilled and shipped by Fanatics.

“Our customers love showing off their team pride, whether that’s for college or professional teams,” said Belk President and Chief Merchandising Officer MaryAnne Morin. “This partnership with Fanatics is a win-win for our customers because it allows us to further expand upon the licensed sports fan gear we already offer, providing even more product categories.”

Customers can browse a significant selection of Fanatics’ catalog of licensed sports merchandise, featuring teams and players from preeminent leagues and sports properties, directly on Belk.com. Shoppers can expect a broad offering of apparel, jerseys, headwear, hard goods and more across a wide-ranging portfolio of premier brands, such as Fanatics, Nike, adidas, Mitchell & Ness and New Era.

The initial assortment on Belk.com will primarily feature NCAA fan gear, with other leagues to be added as their seasons approach.

“Fanatics is thrilled to partner with Belk and curate a product assortment of licensed sports merchandise for its sports-passionate customer base,” said Brian Swallow, Fanatics SVP of Strategy and Corporate Development. “This elevated shopping experience will vastly expand the fan gear options available featuring a wide range of quality products, designs and brands, while maintaining an online interface consistent with what Belk’s shoppers are already utilizing.”