The Football Association (FA) has taken a giant leap forward by renewing and expanding its partnership with Fanatics, a digital sports platform leader. The move comes on the heels of exceptional growth in merchandise sales, driven by the success of Euro 2024, which saw England merchandise sales soar to unprecedented heights.
Fanatics, being a key player in the sports eCommerce sector, will continue to manage the official online England Store under the extended agreement. Moreover, they will oversee retail operations at Wembley Stadium during England’s home games, domestic cup finals, and concerts. In a new role, Fanatics will assist the FA in sourcing new licensees to maintain the top-tier quality of FA merchandise across all categories.
The decision to expand the partnership stems from the remarkable surge in England Men’s and Women’s merchandise sales, both online and at the Wembley Stadium store. Since the inception of the partnership in 2018, Fanatics has overseen significant milestones, with the recent Euro 2024 and the launch of the 2024 kit breaking sales records.
James Gray, the Commercial Director at the FA, expressed his excitement about renewing the partnership with Fanatics. He highlighted the substantial growth in retail and merchandising channels since the collaboration began, emphasizing the reinvestment of profits into developing all levels of the game, from grassroots to professional football.
Gray underlined the FA’s dedication to providing fans with the best shopping experience, whether online or in person. He stressed the importance of offering premium merchandise and a wide array of products, enabling fans worldwide to showcase their passion for the Three Lions and the Lionesses.
Fanatics’ extended partnership with the FA cements its position in international football, having collaborations with major football associations like the FFF, DFB, FIGC, RBFA, AFA, and serving as the official retail partner for UEFA events, including Euro 2024.
Stephen Dowling, International President of Fanatics, expressed his enthusiasm for the expanded alliance with the FA. He mentioned the pleasure of working closely with the FA to bring fans of the Three Lions and Lionesses closer to their favorite teams, especially amid the recent successes of both national sides.
This renewed and expanded partnership signifies a new era in the relationship between the FA and Fanatics, promising enhanced experiences and products for England football enthusiasts around the globe.
