The Football Association (FA) has embarked on a grand venture, renewing and expanding its partnership with Fanatics, a distinguished global digital sports platform. This initiative comes in the wake of a momentous surge in merchandise sales, especially post the triumph of Euro 2024, which witnessed England merchandise reaching unprecedented heights.
In this broadened alliance, Fanatics will retain eCommerce rights with the FA, overseeing the official online England Store. Moreover, Fanatics will administer on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. An exciting addition to the partnership is Fanatics’ new role as the FA’s official partner in scouting fresh licensees to ensure top-notch FA merchandise across all product categories.
The decision to extend and amplify the collaboration is spurred by the remarkable upswing in sales of England Men’s and Women’s merchandise, both online and at the Wembley Stadium store. Since its inception in 2018, the Fanatics partnership has witnessed several milestone moments, including Euro 2024, which broke new ground in England merchandise sales. The recent unveiling of the 2024 kit also smashed previous records on its launch day.
James Gray, the Commercial Director at the Football Association, conveyed his enthusiasm for the renewed partnership by stating, “We are thrilled to have extended our successful partnership with Fanatics, a global front-runner in sports merchandise, following substantial growth across our retail and merchandising channels since the collaboration began. This growth enables us to channel significant funds into nurturing all levels of the game, from grassroots to the professional arena.”
Gray also underscored the FA’s dedication to providing fans with the ultimate shopping experience, whether online or in-person. He stressed the significance of offering premium merchandise and an extensive product range for fans worldwide to exhibit their fervor for the Three Lions and the Lionesses.
The expanded partnership bolsters Fanatics’ footprint in international football. Currently partnering with several major football associations like the French Football Federation (FFF), the German Football Federation (DFB), and more, Fanatics also serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently managed online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, expressed his thrill about the extended partnership, remarking, “It is a joy and an honor to enhance our association with the FA and continue catering to fans of the Three Lions and Lionesses, two of the most iconic sides in world football. The fervor and belief among fans around the England teams are soaring post the Euros this summer and the recent Lionesses’ success. We eagerly anticipate working closely with the FA to bring England fans worldwide closer to their beloved players and national teams.”
This wider partnership heralds a new era in the FA’s collaboration with Fanatics, ensuring enhanced experiences and products for England football enthusiasts across the globe.