The Football Association (FA) has taken a significant step forward in its partnership with Fanatics, a renowned global digital sports platform. The decision to expand this collaboration follows a period of remarkable growth in merchandise sales, particularly fueled by the success of Euro 2024, where England merchandise saw unprecedented success.
This expanded agreement solidifies Fanatics’ position as a key player in driving the FA’s merchandise strategy. Fanatics will retain eCommerce rights with the FA, operating the official online England Store, in addition to managing on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The new facet of the partnership sees Fanatics becoming the FA’s official partner in sourcing new licensees, ensuring top-tier merchandise in all product categories.
The renewal and evolution of this partnership stem from the tremendous surge in sales of England Men’s and Women’s merchandise. Fanatics has played a pivotal role in overseeing significant milestones since the partnership’s inception in 2018, with Euro 2024 setting new records for England merchandise sales. The recent launch of the 2024 kit further underscored Fanatics’ impact, breaking previous site records on its release day.
James Gray, Commercial Director at the Football Association, expressed his enthusiasm for extending the fruitful partnership with Fanatics. He highlighted the partnership’s crucial role in generating funds to bolster every facet of the footballing ecosystem, from grassroots to the professional game. Gray underlined the FA’s dedication to enhancing fan experiences, ensuring they have access to premium merchandise and an extensive product range, allowing them to showcase their passion for the Three Lions and the Lionesses globally.
Fanatics’ expanded partnership with the FA cements its presence in international football, where it already collaborates with prominent football associations like the French Football Federation, the German Football Federation, the Italian Football Federation, the Royal Belgian Football Association, and the Argentine Football Association. Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, handling online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, expressed his excitement about the expanded partnership with the FA. He emphasized the privilege of working closely with the FA to continue delighting fans of the Three Lions and the Lionesses, two iconic sides in world football. Reflecting on the recent successes of the England teams, Dowling conveyed optimism about bringing fans closer to their favorite players and national teams through enhanced merchandise offerings.
This enhanced partnership between the FA and Fanatics signifies a new phase in their collaboration, promising enhanced experiences and products for England football fans across the globe. With a shared commitment to delivering top-notch merchandise and engaging experiences, the renewed partnership is set to elevate fan engagement and satisfaction to new heights.
