The Football Association (FA) has taken a bold step to enhance its retail and merchandise growth by expanding its partnership with Fanatics, a leading global digital sports platform. This strategic decision follows a surge in merchandise sales, particularly after the success of Euro 2024, which saw a remarkable increase in England merchandise purchases.
With this renewed and expanded collaboration, Fanatics will retain its eCommerce rights with the FA, overseeing the operation of the official online England Store. Moreover, Fanatics will also be responsible for managing on-site retail operations during England’s home games, domestic cup finals, and concerts held at Wembley Stadium. The partnership extension includes a new role for Fanatics as the FA’s official partner in sourcing new licensees, ensuring top-tier merchandise across all product categories.
The decision to extend and deepen the partnership stems from the exceptional growth in sales of England Men’s and Women’s merchandise, both online through the official England Store and at the Wembley Stadium store. Since its inception in 2018, the partnership with Fanatics has seen many milestones, with Euro 2024 setting new records for England merchandise sales. The recent launch of the 2024 kit also broke previous site records on its release day.
James Gray, Commercial Director at the Football Association, expressed his enthusiasm for continuing this successful partnership with Fanatics, a global leader in sports merchandise. Gray highlighted the significant growth in retail and merchandising channels since the partnership began, enabling the FA to invest funds across all levels of the game, from grassroots to the professional scene. Emphasizing the FA’s commitment to providing fans with the best possible shopping experience, Gray stressed the importance of offering world-class merchandise and a wide product range, allowing fans worldwide to show their support for the Three Lions and the Lionesses.
This expanded partnership cements Fanatics’ presence in international football, with collaborations with major football associations such as the French Football Federation (FFF), the German Football Federation (DFB), and others. 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, shared his excitement about the extended partnership, highlighting the privilege of serving fans of the Three Lions and the Lionesses, two of the most iconic teams in global football. With high fan optimism and support for the England teams post-Euros and the recent success of the Lionesses, Fanatics looks forward to working closely with the FA to bring England fans worldwide closer to their favorite players and national teams.
This expanded partnership between the FA and Fanatics ushers in a new era of enhanced experiences and products for England football fans around the world.
