Sports fans visiting BleacherReport.com now can buy clothing and novelty items showcasing their favorite teams in the recently launched e-commerce store, says Lids Sports Group, which is developing and operating the store.

BleacherReport.com has added a Shop link to its sports news site and its mobile app. “Our new online shop will enhance the overall experience for our users by giving them the opportunity to easily find the content and licensed apparel of their favorite teams on one site,” says Brian Grey, BleacherReport.com CEO. This is the site’s first e-commerce store, a Lids spokesman says. He would not disclose terms of the deal, but says that Lids will handle all elements of the store, from order to fulfillment.

Founded in 2006 by four sports fans who wanted to improve the quality of Internet-based sports content, BleacherReport.com has more than 25 million monthly unique visitors, Lids says.

Product selection includes officially licensed BleacherReport.com merchandise and officially licensed college and professional league merchandise, Lids says. Through an exclusive agreement, Lids also can design and create licensed BleacherReport.com products to be sold exclusively in the new e-commerce store.

Hat World, No. 382 in Internet Retailer’s Top 500 Guide, is a unit of Genesco Inc. and operates Lids Sports Group.