The Football Association (FA) has made a strategic move by expanding and renewing its partnership with Fanatics, a leading global digital sports platform. This decision comes in the wake of a phenomenal surge in merchandise sales, especially after the remarkable success of Euro 2024, which witnessed England merchandise breaking new records.
The revamped agreement between the FA and Fanatics involves an extension of eCommerce rights for Fanatics to operate the official online England Store. Furthermore, Fanatics will now oversee on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The updated partnership also designates Fanatics as the FA’s official partner in sourcing new licensees, ensuring high-quality FA merchandise across all product categories.
The decision to expand the partnership is a result of the outstanding growth in sales of both England Men’s and Women’s merchandise through the official online England Store and Wembley Stadium store. Since the inception of the partnership in 2018, Fanatics has played a pivotal role in achieving numerous milestones, with Euro 2024 setting new tournament records for England merchandise sales. Additionally, the recent launch of the 2024 kit surpassed previous site records on its launch day.
James Gray, Commercial Director at the Football Association, conveyed his excitement about the extended partnership, stating, “We are thrilled to renew our successful collaboration with Fanatics, a global leader in sports merchandise. Our retail and merchandising channels have experienced significant growth since the inception of this partnership. This growth enables us, as a not-for-profit organization, to invest essential funds into enhancing all levels of the game, from grassroots to the professional realm.”
Gray emphasized the FA’s dedication to providing fans with the best possible experience, whether they are shopping online or in person. He stressed the importance of offering top-notch merchandise and a wide range of products, enabling fans worldwide to showcase their support for the Three Lions and the Lionesses.
The expanded partnership with the FA further cements Fanatics’ position in international football merchandise. Fanatics currently collaborates with several prominent 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). Moreover, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently managed online and event retail operations for Euro 2024.
Stephen Dowling, International President of Fanatics, shared his enthusiasm about the extended partnership, saying, “We are excited to expand our relationship with the FA and continue serving fans of the Three Lions and Lionesses, two iconic teams in world football. Fan enthusiasm for the England teams is at an all-time high post the Euros and the recent Lionesses’ success. We look forward to collaborating closely with the FA to bring England fans worldwide closer to their favorite players and national teams.”
This expanded partnership represents a new phase in the FA’s collaboration with Fanatics, promising to bring even more exceptional experiences and products to England football fans globally.