The Football Association (FA) has struck a deal to expand their partnership with Fanatics, a global digital sports platform, amid a surge in merchandise sales. This move comes on the back of exceptional growth in merchandise revenue, particularly after the success of Euro 2024, which saw England merchandise sales hit unprecedented highs.
Fanatics will retain its eCommerce rights with the FA, maintaining control of the official online England Store. The expanded agreement will also see Fanatics oversee on-site retail operations during England’s home games, domestic cup finals, and concerts held at Wembley Stadium. Additionally, Fanatics will now take on the role of the FA’s official partner in sourcing new licensees to ensure top-notch merchandise across all categories.
The decision to renew and broaden the partnership stems from the remarkable uptick in sales of England Men’s and Women’s merchandise, both online and at the Wembley Stadium store. Fanatics has been pivotal in achieving various milestones since the partnership’s inception in 2018, with Euro 2024 setting new records in England merchandise sales. The recent launch of the 2024 kit also saw a substantial increase in site traffic, surpassing previous records on its release day.
James Gray, Commercial Director at the FA, expressed his excitement about extending the partnership with Fanatics, highlighting the organization’s growth in retail and merchandising channels. He emphasized how the increased revenue allows the FA to invest in all levels of the game, from grassroots to professional football, benefiting the sport as a whole.
Gray underscored the FA’s commitment to providing fans with exceptional experiences, whether shopping online or in person. He emphasized the importance of offering high-quality merchandise and a wide range of products for fans to showcase their support for the Three Lions and the Lionesses, regardless of their location worldwide.
The extended partnership cements Fanatics’ position in international football, adding to its existing collaborations with significant football associations such as the French Football Federation (FFF), the German Football Federation (DFB), the Italian Football Federation (FIGC), the Royal Belgian Football Association (RBFA), and the Argentine Football Association (AFA). Furthermore, Fanatics is the official licensing, eCommerce, and event retail partner for UEFA, having recently handled the online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, shared his enthusiasm for expanding the partnership, noting the pleasure and privilege in continuing to serve fans of the Three Lions and the Lionesses. Dowling highlighted the heightened optimism and support for the England teams following their recent successes, expressing eagerness to collaborate with the FA in bringing England fans closer to their favorite players and national teams worldwide.
This collaboration signifies a new phase in the FA’s relationship with Fanatics, promising an enhanced experience and an expanded product range for England football enthusiasts globally. With Fanatics’ expertise and the FA’s commitment to fan satisfaction, supporters can expect even more exciting offerings in the near future.
