The Football Association (FA) is stepping up its game with a significant renewal and expansion of its partnership with Fanatics, a leading global digital sports platform. This move comes on the back of unprecedented growth in merchandise sales, particularly following the phenomenal success of Euro 2024, which saw England merchandise flying off the shelves like hotcakes.
In this expanded agreement, Fanatics will retain its eCommerce rights with the FA, continuing to operate the official online England Store. Moreover, Fanatics will oversee on-site retail operations during England’s home games, domestic cup finals, and concerts held at the iconic Wembley Stadium. The partnership now extends to entail Fanatics as the FA’s official partner in sourcing new licensees, ensuring that FA merchandise maintains its top-tier status across all product categories.
The decision to renew and broaden this partnership is fueled by the outstanding growth in sales of England Men’s and Women’s merchandise, both through the official online England Store and the Wembley Stadium store. Since the inception of this partnership back in 2018, Fanatics has been at the helm of numerous milestone moments, with Euro 2024 setting new records for England merchandise sales during the tournament. The recent launch of the 2024 kit also made waves, shattering previous site records on its launch day.
James Gray, the Commercial Director at the Football Association, expressed his excitement for the extended partnership, stating, “We are thrilled to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following significant growth across our retail and merchandising channels since our collaboration began. By reinvesting the proceeds back into the game at all levels, we aim to further develop the sport from grassroots to the professional game.”
Gray emphasized the FA’s dedication to its fans, ensuring they enjoy the best possible shopping experience, be it online or in person. He stressed the importance of providing top-notch merchandise and an extensive product range to fans worldwide, enabling them to showcase their passion for the Three Lions and the Lionesses.
The expanded partnership with the FA cements Fanatics’ footprint in international football even further. The company is already in collaboration with several major football associations, including the French Football Federation (FFF), the German Football Federation (DFB), the Italian Football Federation (FIGC), the Royal Belgian Football Association (RBFA), and the Argentine Football Association (AFA). Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently handled the online and event retail for Euro 2024.
Stephen Dowling, the International President of Fanatics, shared his enthusiasm about the extended partnership, saying, “It is an honor and a privilege to expand our relationship with the FA and continue serving fans of the Three Lions and Lionesses, two of the most iconic teams in global football. With fan optimism soaring following the recent success of the England teams, we are eager to work closely with the FA to bring England fans closer to their favorite players and national teams worldwide.”
This expanded partnership marks a new chapter in the FA’s collaboration with Fanatics, promising to deliver even more exceptional experiences and products to England football enthusiasts worldwide.
