The Football Association (FA) has recently made headlines by announcing the extension and expansion of its partnership with Fanatics, a leading global digital sports platform. This decision comes as a result of the FA experiencing an extraordinary surge in merchandise sales, particularly fueled by the success of Euro 2024, which saw England merchandise sales reaching unprecedented levels.
In light of this new agreement, Fanatics will continue to hold eCommerce rights with the FA, overseeing the official online England Store. Furthermore, Fanatics will take charge of on-site retail activities during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The revamped partnership will also see Fanatics playing a key role as the FA’s official partner in sourcing new licensees to ensure top-tier FA merchandise across all product categories.
The move to renew and expand the partnership stems from the remarkable growth in sales of both England Men’s and Women’s merchandise, both through the official online England Store and the Wembley Stadium store. Since the inception of the partnership in 2018, Fanatics has been instrumental in achieving significant milestones, including the remarkable success of Euro 2024, which set new records in England merchandise sales. The recent launch of the 2024 kit also shattered previous site records on its debut day.
James Gray, the Commercial Director at the Football Association, expressed his enthusiasm for the extended partnership with Fanatics. Gray highlighted the significant growth observed across the FA’s retail and merchandising channels since the inception of the partnership. He emphasized the importance of driving growth to enable investments in various levels of the game, from grassroots to professional football.
Gray also underscored the FA’s commitment to providing fans with an exceptional shopping experience, both online and in-store. He stressed the importance of offering world-class merchandise and a wide product range to allow fans worldwide to showcase their passion for the England national teams.
The expanded partnership with the FA further cements Fanatics’ footprint in international football. The company currently boasts partnerships 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). Fanatics also serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently managed the online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, expressed his excitement about the extended partnership, commenting on the pleasure and privilege of deepening the relationship with the FA. Dowling noted the high levels of fan optimism and belief surrounding the England teams following the recent successes, expressing eagerness to collaborate closely with the FA to bring England fans globally closer to their favorite players and national teams.
This enhanced partnership between the FA and Fanatics marks a significant milestone, promising to bring even more exciting experiences and top-quality products to England football fans worldwide. With this renewed commitment, fans can continue to express their unwavering support for the Three Lions and the Lionesses in style and with pride.
