The Football Association (FA) has decisively expanded its partnership with Fanatics, a prominent digital sports platform, following soaring merchandise sales and the monumental success of Euro 2024. The exceptional growth in merchandise transactions, particularly in the realm of England merchandise, has paved the way for this significant collaboration renewal.
Fanatics will maintain its eCommerce rights with the FA and helm the official online England Store under this extended agreement. Moreover, the partnership will see Fanatics overseeing on-site retail activities during England’s home games, domestic cup finals, and Wembley Stadium concerts. A novel facet of the partnership involves Fanatics assuming the role of the FA’s official partner in sourcing new licensees, ensuring the continued excellence of FA merchandise in all product categories.
The decision to prolong and broaden the partnership stems from the remarkable surge in sales of England Men’s and Women’s merchandise through both the online England Store and the Wembley Stadium store. Fanatics has played a pivotal role since the inception of the partnership in 2018, overseeing significant milestones including the groundbreaking success of Euro 2024, which established new records for England merchandise sales. The recent launch of the 2024 kit further shattered existing site records on its debut day.
James Gray, the Commercial Director at the Football Association, expressed his elation at the partnership renewal, stating, “We are thrilled to renew our successful collaboration with Fanatics, a global leader in sports merchandise, following substantial growth across our retail and merchandising channels. This growth enables us, as a not-for-profit organization, to channel essential funds into nurturing every facet of the game, from grassroots to the professional level.”
Emphasizing the FA’s dedication to its fanbase, Gray highlighted the commitment to providing fans with unparalleled experiences, whether online or in person. Offering premium merchandise and a diverse range of products is paramount, allowing fans worldwide to exhibit their support for the Three Lions and the Lionesses with pride.
The extended partnership with the FA further cements Fanatics’ foothold in international football, as the company collaborates with several significant football associations globally. Fanatics stands as the official licensing, eCommerce, and event retail partner for UEFA, alongside partnerships with esteemed football associations including the French Football Federation (FFF), the German Football Federation (DFB), and the Italian Football Federation (FIGC), among others.
Stephen Dowling, the International President of Fanatics, conveyed his enthusiasm about the expanded partnership, stating, “We are honored to broaden our ties with the FA and continue serving fans of the Three Lions and the Lionesses, two of the most iconic teams in global football. Fan confidence and enthusiasm surrounding the England teams are at an all-time high post the summer Euros and the recent triumphs of the Lionesses. We eagerly anticipate further collaboration with the FA to bring England fans worldwide closer to their beloved players and national teams.”
This amplified collaboration signifies a fresh chapter in the FA’s association with Fanatics, promising enhanced experiences and merchandise for England football enthusiasts across the globe.
