The Football Association (FA) has struck a significant deal with Fanatics, a prominent global digital sports platform, in light of soaring merchandise sales, catalyzed by the triumph of Euro 2024 that led to historic high England merchandise transactions.
The extended collaboration ensures that Fanatics retains its eCommerce rights with the FA, managing the official online England Store. Furthermore, Fanatics will oversee retail operations during England’s home games, domestic cup finals, and concerts at the iconic Wembley Stadium. A novel facet of this partnership involves Fanatics acting as the FA’s official partner in procuring new licensees, guaranteeing that FA merchandise stands out in all product categories.
The decision to amplify and prolong this alliance stems from the exceptional surge in sales of England Men’s and Women’s merchandise through both the official online England Store and Wembley Stadium’s physical outlet. Since its inception in 2018, Fanatics has overseen numerous milestone events, including Euro 2024, which set unprecedented records for England merchandise sales. The debut of the 2024 kit further shattered past records on its launch day.
James Gray, Commercial Director at the Football Association, is thrilled about the revamped pact with Fanatics, commending the global sports merchandise leader for propelling substantial growth in their retail and merchandising channels. The generated revenue will be instrumental in infusing essential funds into nurturing football at all levels, ranging from grassroots to professional tiers.
Gray underscores the FA’s dedication to providing fans with unparalleled shopping experiences online and offline. He emphasizes the significance of offering top-notch merchandise and a comprehensive product range, enabling enthusiasts to exhibit their ardor for the Three Lions and the Lionesses, irrespective of their location globally.
The expanded collaboration with the FA bolsters Fanatics’ footprint in international football. Presently partnering with significant football associations such as 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 collaborator for UEFA, recently managing the digital and event merchandise for Euro 2024.
Stephen Dowling, International President of Fanatics, exudes enthusiasm regarding the broadened partnership, regarding it as a privilege to enhance their ties with the FA and cater to Three Lions and Lionesses fans, two of the most emblematic teams globally. Dowling lauds the burgeoning optimism among fans post the Euros and the recent exploits of the Lionesses, expressing eagerness to deepen ties with the FA to bring England supporters worldwide closer to their beloved players and national teams.
This expanded collaboration represents a fresh beginning in the FA’s association with Fanatics, promising to offer enhanced experiences and products to England football loyalists globally.
