August 21 – The English FA have announced a long-term renewal with Fanatics, expanding the retail, eCommerce and merchandising partnership the FA already holds with the global digital sports platform.
Fanatics will retain eCommerce rights and run the official online England Store, as well as powering on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium.
Armed with a global partner network of more than 900 sports clubs, leagues and properties, Fanatics will now also act as the FA’s official partner in sourcing new merchandise licensees where required.
The partnership has been heightened by England’s run to the final of Euro 2024 which saw records broken for merchandise sales, as well as the 2024 kit launch which shattered site records on launch day.
James Gray, commercial director at the FA, said: “As a not-for-profit organisation, this growth allows us to invest vital funds into developing every level of the game, from grassroots through to the professional game.
“This renewal reflects our continued commitment to our fans in providing them with the best possible experience, whether shopping online or in person, as well as world-class merchandise and the widest product assortment available anywhere, allowing fans to show their passion for the Three Lions and the Lionesses no matter where they are in the world.”
Stephen Dowling, International President of Fanatics, emphasised both the good feeling and high expectations around the England men’s and women’s teams, key drivers of merchandise sales.
“Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the recent success of the Lionesses, and we look forward to continuing to work closely with the FA to bring England fans around the world closer to their favourite players and the national teams,” sad Dowling.
Contact the writer of this story, Harry Ewing, at moc.l1726811623labto1726811623ofdlr1726811623owedi1726811623sni@g1726811623niwe.1726811623yrrah1726811623