Jacksonville’s Fanatics Inc. branches out into college merchandising, acquires Atlanta firm | Jacksonville News, Sports and Entertainment

Jacksonville-based Fanatics Inc. online sports apparel and memorabilia company is expanding its operations to focus more on fans of collegiate sports.

Fanatics had offered college sports merchandise for years but on Monday the company announced it is forming Fanatics College. It’s a new division of Fanatics that will focus directly on college fans and linking them up to the merchandise from college games. In a related development, Fanatics announced in a news release that it has acquired Fermata Partners. That’s an Atlanta-based division of Creative Artists Agency.

Fermata is a collegiate merchandise licensing service. Fermata will remain in Atlanta , a news release said.

Fanatics has been expanding its presence in pro sports in the past year with stakeholder buy-ins with the company from both the National Football League and Major League Baseball.

Drew Dixon: (904) 359-4098.

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