The Football Association (FA) has taken a bold step towards enhancing its global merchandise growth by expanding its partnership with Fanatics, a renowned digital sports platform. Following a surge in merchandise sales post the success of Euro 2024 and record-breaking numbers for England merchandise, the FA has chosen to solidify its collaboration with Fanatics.
Fanatics, known for its prowess in the sports merchandise sector, will retain eCommerce rights with the FA and continue to operate the official online England Store. Moreover, the partnership will see Fanatics taking charge of on-site retail operations during England’s home games, domestic cup finals, and concerts at the iconic Wembley Stadium. Additionally, Fanatics will now also act as the FA’s official partner in sourcing new licensees, ensuring top-tier merchandise quality across all product categories.
The decision to extend and deepen this partnership stems from the exceptional growth in sales of England Men’s and Women’s merchandise, both online and at the Wembley Stadium store. Since the inception of this partnership in 2018, Fanatics has played a pivotal role in overseeing numerous milestone moments, with Euro 2024 setting new records for England merchandise sales. The recent launch of the 2024 kit has even shattered previous site records on its launch day, demonstrating the partnership’s success in driving engagement.
James Gray, the Commercial Director at the Football Association, expressed his delight in renewing this partnership with Fanatics, acknowledging the significant growth in retail and merchandising channels. He emphasized how this growth translates into essential funds that can be reinvested across various levels of the game, from grassroots to the professional domain. Gray underscored the FA’s dedication to providing fans with a superior shopping experience, whether online or in-person, by offering exceptional merchandise and an extensive product range to cater to their passion for the Three Lions and the Lionesses.
The extended partnership with the FA further cements Fanatics’ presence in the realm of international football merchandise. This reputable company already collaborates with significant football associations worldwide, such as the French Football Federation (FFF), the German Football Federation (DFB), and the Italian Football Federation (FIGC), among others. Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, marking its influence across various football domains.
Stephen Dowling, International President of Fanatics, expressed his enthusiasm for the expanded partnership, highlighting the privilege of serving fans of the Three Lions and the Lionesses, renowned sides within global football. Dowling remarked on the heightened optimism and belief surrounding the England teams post the Euros and the recent success of the Lionesses, expressing eagerness to collaborate closely with the FA to bring England fans worldwide closer to their favorite players and national teams.
This enhanced partnership between the FA and Fanatics signals a new era of opportunities for England football fans, promising an array of exciting experiences and products to cater to their enthusiasm for the sport. By joining forces with Fanatics, the FA is set to elevate its merchandise game and cater to the diverse needs of fans across the globe, ensuring a vibrant and engaging fan experience.
