The Football Association (FA) has taken a giant leap towards enhancing its global merchandise growth by renewing and expanding its partnership with Fanatics, a leading digital sports platform. The decision follows a surge in merchandise sales, fueled by the success of Euro 2024, where England merchandise broke records.
Fanatics will continue to hold the eCommerce rights for the FA, maintaining the official online England Store. Moreover, Fanatics is set to manage retail operations during England’s home games at Wembley Stadium, domestic cup finals, and concerts. The new agreement also entrusts Fanatics as the official partner for sourcing new licensees, ensuring that FA merchandise maintains its high standards across all product categories.
The partnership extension is a result of the extraordinary growth in sales of England Men’s and Women’s merchandise through both online and stadium stores. Fanatics, the partner since 2018, has overseen monumental moments, including the groundbreaking success of Euro 2024. The launch of the 2024 kit shattered previous site records on its debut day, showcasing the immense popularity of England merchandise.
James Gray, the FA’s Commercial Director, expressed immense delight in renewing the partnership with Fanatics, a global leader in sports merchandise. He highlighted the significant growth across retail and merchandising channels since the partnership’s inception, enabling the FA to reinvest funds into all levels of the game. The commitment to providing fans with the best shopping experience, both online and in-store, ensures that supporters can access top-quality merchandise wherever they are in the world.
The expanded partnership solidifies Fanatics’ presence in the international football scene. Fanatics already partners with prominent football associations like the French Football Federation, German Football Federation, Italian Football Federation, Royal Belgian Football Association, and the Argentine Football Association. Additionally, Fanatics serves as UEFA’s official licensing, eCommerce, and event retail partner, managing the online and event retail for Euro 2024.
Stephen Dowling, Fanatics’ International President, expressed excitement about the expanded partnership, citing the privilege in serving the loyal fans of the Three Lions and Lionesses. The optimism and belief surrounding the England teams, fueled by recent successes, promise a bright future for the partnership. The collaboration aims to bring England fans closer to their favorite players and national teams, enhancing the overall fan experience.
The renewed and expanded partnership between the FA and Fanatics heralds a new era, promising even greater experiences and merchandise for England football fans across the globe.
