The Football Association (FA) has struck gold with its decision to renew and broaden its collaboration with Fanatics, a powerhouse in the realm of global digital sports platforms. The move comes in the wake of a meteoric rise in merchandise sales, particularly accentuated by the resounding success of Euro 2024, setting unprecedented benchmarks in England merchandise numbers.
This newfound alliance will see Fanatics retain its eCommerce rights with the FA, overseeing operations of the official online England Store. Moreover, Fanatics will take charge of on-site retail ventures during England’s home games, domestic cup finals, and concerts at the illustrious Wembley Stadium. The partnership has now burgeoned to incorporate Fanatics as the FA’s official partner in seeking out new licensees, guaranteeing top-notch FA merchandise representation across all product genres.
The decision to revitalise and broaden this partnership stems from the remarkable surge in sales of England Men’s and Women’s merchandise, both through the official online England Store and the Wembley Stadium store. Since its inception in 2018, Fanatics has presided over numerous groundbreaking junctures, with Euro 2024 notably sending England merchandise sales soaring to unparalleled heights. The recent debut of the 2024 kit further shattered prior site records on its unveiling day.
James Gray, the Commercial Director at the Football Association, conveyed his elation regarding the extended partnership, remarking, “We are thrilled to have reaffirmed our successful alliance with Fanatics, a globe-trotting titan in sports merchandise, catalysing substantive growth across our retail and merchandising conduits since the partnership’s inception. As a not-for-profit entity, this expansion equips us to channel crucial funds into nurturing every echelon of the sport, from grassroots initiatives to professional endeavours.”
Gray underlined the FA’s commitment to its loyal supporters, ensuring an unparalleled shopping experience, be it online or in person. He underscored the essence of proffering world-class merchandise and the widest possible product spectrum, empowering fans to exude their fervour for the Three Lions and the Lionesses, regardless of their global whereabouts.
The beefed-up partnership with the FA cements Fanatics’ foothold in the realm of international football. The company presently allies itself with several eminent 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 acts as UEFA’s official licensing, eCommerce, and event retail collaborator, overseeing the online and event retail operations for Euro 2024.
Stephen Dowling, the International President of Fanatics, voiced his enthusiasm over the expanded partnership, stating, “It’s an honour and a privilege to enrich our rapport with the FA and continue serving fans of the Three Lions and Lionesses, two of the most legendary teams in global football. Fan sentiment and confidence surrounding the England squads are currently scaling unprecedented heights following the summer Euros and the recent triumphs of the Lionesses. We eagerly anticipate further collaboration with the FA to bring England fans worldwide closer to their cherished players and national teams.”
This enhanced partnership heralds a fresh chapter in the FA’s affiliation with Fanatics, promising to deliver even grander experiences and products to England football enthusiasts across the globe.
