The Football Association (FA) has taken a bold step forward in enhancing the fan experience by renewing and expanding its partnership with Fanatics, a leading global digital sports platform. This decision comes in the wake of a significant surge in merchandise sales, driven largely by the success of Euro 2024, which saw England merchandise reach unprecedented levels.
Renewing and broadening the scope of the collaboration, Fanatics will retain the eCommerce rights with the FA, managing the official online England Store. Moreover, Fanatics will oversee on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The partnership now extends to include a new role for Fanatics as the FA’s official partner in sourcing new licensees, ensuring top-tier FA merchandise across all product categories.
The partnership renewal stems from the remarkable growth witnessed in sales of England Men’s and Women’s merchandise through the official online England Store and the Wembley Stadium store. Since its inception in 2018, Fanatics has overseen numerous milestone moments, with Euro 2024 setting new tournament records for England merchandise sales. The recent launch of the 2024 kit broke previous site records on its launch day, underlining the partnership’s success.
James Gray, Commercial Director at the Football Association, expressed his excitement about the extended collaboration, stating, “We are thrilled to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following substantial growth across our retail and merchandising channels. This growth allows us to invest essential funds into developing football at every level, from grassroots to the professional game.”
Gray emphasized the FA’s dedication to providing fans with the best possible experience, whether shopping online or in person. The focus on offering world-class merchandise and a wide product range ensures that fans can exhibit their passion for the Three Lions and the Lionesses, regardless of their location.
The extended partnership with the FA enhances Fanatics’ position in international football, aligning with several major football associations, including the French Football Federation, the German Football Federation, the Italian Football Federation, the Royal Belgian Football Association, and the Argentine Football Association. 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, conveyed his enthusiasm for the expanded partnership, saying, “We are delighted to broaden our relationship with the FA and continue serving fans of the Three Lions and Lionesses, two of the most iconic sides in global football. Fan support and belief in the England teams are soaring following this summer’s Euros and the recent success of the Lionesses. We are excited to continue working closely with the FA to bring England fans worldwide closer to their favorite players and national teams.”
This expanded partnership signals a new era in the FA’s collaboration with Fanatics, promising even more exceptional experiences and products for England football fans worldwide.
