With fans wanting instant access to the latest sports merchandise, the NFL is trying to set a new standard. Partnering with Fanatics, the NFL has extended its deal and set up new guidelines to sell “Micro Moments” to consumers as soon as possible.

An example of the “Micro Moments” the NFL wants to take advantage of. (Image via nflshop.com)

The NFL knows fans want to immediately revel in moments like Odell Beckham, Jr.’s celebrated catch against the Dallas Cowboys and any other “viral” sports milestones.

Fans want their favorite sports moments available immediately for fan apparel.

“The excitement in every record or amazing play is there, but the half-life of each moment is so short, you have to do what you can to capture it,” Chris Halpin, senior vice president of consumer products for the NFL, told ESPN.

With championship hats available fast, fans can take advantage of the hype.

Specifically, these new guidelines will preemptively ready merchandise for potential record-breaking or other milestones. As a result, Fanatics will increase its design staff, and spend $80 million on applicable technology investments.

Fans are always looking for ways to stand out—they want to show their team loyalty but they don’t want to just be a part of the crowd. With these “micro moments” taking off, fans can purchase drinkware, decorations, apparel, and more immediately.

With these “Micro Moments” potentially taking off, there’s a chance for your next event or marketing push to mimic some of these elements.