The Football Association (FA) has elevated its collaboration with Fanatics, a premier global digital sports platform, in response to burgeoning merchandise sales, especially post the record-breaking success of Euro 2024, which propelled England merchandise to new heights.
The renewed and expanded agreement ensures that Fanatics maintains eCommerce rights with the FA, running the official online England Store. Aside from this, Fanatics will oversee on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The partnership’s augmentation includes appointing Fanatics as the FA’s official partner in sourcing new licensees, guaranteeing top-notch FA merchandise quality across all product categories.
The decision to amplify the partnership was spurred by the remarkable surge in sales of England Men’s and Women’s merchandise through both the official online England Store and the Wembley Stadium store. Fanatics has overseen numerous pivotal moments since the collaboration began in 2018, with Euro 2024 standing out as a historic event, setting new records in England merchandise sales. The launch of the 2024 kit further cemented this success by breaking previous site records on its launch day.
James Gray, the Commercial Director at the Football Association, conveyed his excitement about the extended partnership with Fanatics, stating, “We are thrilled to continue our successful collaboration with Fanatics, a global leader in sports merchandise. Our retail and merchandising channels have witnessed significant growth, allowing us to invest essential funds into all levels of the game, from grassroots to the professional arena.”
Gray reiterated the FA’s dedication to providing fans with the ultimate shopping experience, both online and in-person, emphasizing the significance of offering top-tier merchandise and the broadest product range possible. This ensures that fans worldwide can showcase their passion for the Three Lions and the Lionesses wherever they may be.
The deepened partnership between the FA and Fanatics further cements the latter’s foothold in international football. Fanatics already partners with several major football associations, including 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). Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently spearheaded the online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, expressed his enthusiasm regarding the expanded collaboration, remarking, “We are excited to solidify our relationship with the FA and continue catering to fans of the Three Lions and Lionesses, two of football’s most iconic teams. The optimism and belief surrounding the England teams have reached new heights, and we eagerly anticipate working alongside the FA to bring England fans worldwide closer to their favorite players and national teams.”
This extended partnership symbolizes a fresh chapter in the FA’s association with Fanatics, promising enhanced experiences and products for England football aficionados across the globe.
