The Football Association (FA) has taken a significant stride in enhancing the fan experience by renewing and expanding its partnership with Fanatics, a renowned global digital sports platform. This decision follows a surge in merchandise sales, particularly driven by the success of Euro 2024, where England merchandise broke records and captured the hearts of fans worldwide.
Fanatics will retain its eCommerce rights with the FA, continuing to operate the official online England Store. Furthermore, Fanatics will oversee on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. A new aspect of the partnership involves Fanatics taking on the role of the FA’s official partner in sourcing new licensees, ensuring that FA merchandise maintains its top-tier status across all product categories.
The growth in England Men’s and Women’s merchandise sales through both online and physical stores has been remarkable since the inception of the partnership with Fanatics in 2018. Milestone moments, such as Euro 2024, have set new benchmarks for England merchandise sales. The recent launch of the 2024 kit created a sensation, breaking previous site records on its debut day.
James Gray, the Commercial Director at the Football Association, expressed his excitement about the extended partnership, highlighting the substantial growth in retail and merchandising channels since the collaboration began. The additional revenue generated from merchandise sales enables the FA to invest in all levels of the game, ranging from grassroots to professional leagues, supporting the development of football across the country.
Gray emphasized the FA’s dedication to providing fans with the best possible retail experience, be it online or in-store. The focus remains on offering world-class merchandise and an extensive product range, allowing fans to showcase their support for the Three Lions and the Lionesses, regardless of their location around the globe.
The expanded partnership solidifies Fanatics’ presence in the international football scene, aligning with several major football associations worldwide. Fanatics’ collaboration extends to organizations 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). Furthermore, Fanatics’ role as the official licensing, eCommerce, and event retail partner for UEFA reinforces its position in the industry, with recent success in managing retail for Euro 2024.
Stephen Dowling, the International President of Fanatics, expressed his enthusiasm for the extended partnership, highlighting the privilege of working closely with the FA to cater to fans of the iconic Three Lions and Lionesses teams. With the recent success of both the Euro tournament and the Lionesses, the optimism and support for the England teams are at an all-time high, driving the collaboration to new heights.
This expanded partnership between the FA and Fanatics signifies a new era in delivering exceptional products and experiences to England football fans across the globe. The commitment to offering top-tier merchandise and unparalleled fan engagement underlines the shared vision of creating memorable moments for supporters of the Three Lions and the Lionesses.