The Football Association (FA) has made a strategic move by expanding its partnership with Fanatics, a prominent global digital sports platform. This decision was spurred by the exceptional surge in merchandise sales, notably following the success of Euro 2024, where England merchandise broke new records.
The extended agreement solidifies Fanatics’ role as the holder of eCommerce rights for the FA. Fanatics will continue to operate the official online England Store and oversee retail operations at Wembley Stadium during England’s home games, domestic cup finals, and stadium concerts. A notable addition to the partnership is Fanatics becoming the FA’s official partner in sourcing new licensees to ensure top-tier merchandise across all product categories.
The FA’s choice to renew and expand its partnership with Fanatics was driven by the remarkable growth in sales of England Men’s and Women’s merchandise. Through the online England Store and the Wembley Stadium store, Fanatics played a vital role in achieving unprecedented milestones, particularly during Euro 2024. The launch of the 2024 kit set new records on its release day, showcasing the success of the partnership.
James Gray, the Commercial Director at the Football Association, expressed his excitement about the partnership renewal, emphasizing the significant growth in retail and merchandising channels since the collaboration began in 2018. He highlighted how the increased revenue benefits various levels of football, from grassroots to professional games, supporting the FA’s developmental initiatives.
Gray underscored the FA’s dedication to providing fans with top-notch shopping experiences online and in physical stores. Ensuring access to high-quality merchandise and an extensive product range is crucial for fans to express their support for the Three Lions and the Lionesses worldwide.
Expanding its partnership with the FA further cements Fanatics’ presence in international football. The company already collaborates with significant football associations such as the French Football Federation (FFF), the German Football Federation (DFB), and the Italian Football Federation (FIGC). Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, handling online and event retail for Euro 2024.
Stephen Dowling, the International President of Fanatics, shared his enthusiasm about the enhanced partnership. He expressed eagerness to continue serving fans of the Three Lions and Lionesses, iconic teams in world football. With a surge in fan optimism following recent successes, Fanatics aims to bring England fans closer to their favorite players and national teams worldwide.
The expanded partnership between the FA and Fanatics signifies a new era in their collaboration, promising enhanced experiences and products for England football fans globally. With a focus on delivering quality merchandise and exceptional fan engagement, this renewed alliance sets the stage for exciting developments in the world of sports merchandising.
