The Football Association (FA) has taken a giant leap forward in its partnership with Fanatics, a leading global digital sports platform, in a move set to reshape the world of football merchandise. The decision to renew and expand this collaboration comes as no surprise, with the FA basking in the glory of an unprecedented surge in merchandise sales, largely following the triumph of Euro 2024, which witnessed England merchandise sales skyrocketing to historic heights.
This renewed agreement paves the way for Fanatics to retain eCommerce rights with the FA, thereby administering the official online England Store. Beyond that, Fanatics will also oversee on-site retail activities during England’s home games, domestic cup finals, and concerts hosted at Wembley Stadium. Furthermore, the expanded deal designates Fanatics as the FA’s official partner in sourcing new licensees, ensuring that FA merchandise maintains its premium status across all product categories.
The surge in England’s Men’s and Women’s merchandise sales through both the online England Store and the Wembley Stadium store played a pivotal role in the decision to bolster this partnership. Fanatics has been instrumental in steering numerous milestone moments since the alliance’s inception in 2018, with Euro 2024 setting groundbreaking tournament records for England merchandise sales. The recent launch of the 2024 kit shattered all previous site records on its debut day, further underlining the partnership’s significance.
James Gray, the Commercial Director at the Football Association, expressed his delight in extending the partnership with Fanatics, recognizing the global sports merchandise powerhouse for fueling substantial growth across their retail and merchandising channels. Gray emphasized the pivotal role of this growth in bolstering investments across all levels of the game, from grassroots to professional football, underscoring the FA’s commitment to enhancing every facet of the sport.
Gray also emphasized the FA’s dedication to offering fans an unparalleled shopping experience, whether online or in-store, and stressed the importance of providing top-notch merchandise and an extensive product range to cater to fans worldwide. This commitment ensures that fans can showcase their passion for the Three Lions and the Lionesses, regardless of their geographical location.
The extended collaboration cements Fanatics’ footprint in international football, with the company already partnering with several major football associations, including the French Football Federation (FFF), the German Football Federation (DFB), and the Royal Belgian Football Association (RBFA), among others. Additionally, Fanatics serves as UEFA’s official licensing, eCommerce, and event retail partner, having recently managed online and event retail activities for Euro 2024.
Stephen Dowling, International President of Fanatics, exuded enthusiasm about the expanded partnership, heralding the opportunity to deepen ties with the FA and cater to fans of the Three Lions and Lionesses, two esteemed teams in global football. Dowling highlighted the soaring optimism and belief surrounding the England teams, riding high on the success of both the Euros and the recent accomplishments of the Lionesses, as Fanatics looks forward to bridging the gap between England fans worldwide and their beloved players and national teams.
This developed partnership signals a fresh chapter in the FA’s collaboration with Fanatics, promising to unveil enhanced experiences and products for England football aficionados across the globe.
