The Football Association (FA) has announced an exciting development in its partnership with Fanatics, a renowned global digital sports platform. The decision to renew and expand their collaboration follows a remarkable surge in merchandise sales, notably fueled by the success of Euro 2024, which saw a surge in England merchandise purchases.
Fanatics will continue to manage the official online England Store under the extended agreement, in addition to overseeing retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The partnership has now evolved to include Fanatics as the FA’s official partner in sourcing new licensees, ensuring top-notch merchandise across all categories.
The partnership renewal is a result of the outstanding growth in sales of England Men’s and Women’s merchandise, both online and at the Wembley Stadium store. Since the collaboration began in 2018, Fanatics has been instrumental in overseeing significant milestones, particularly during Euro 2024, which witnessed record-breaking sales of England merchandise. The recent launch of the 2024 kit also made history by surpassing previous site records on its debut day.
James Gray, the FA’s Commercial Director, expressed his excitement over the renewed partnership with Fanatics, a global leader in sports merchandise. Gray highlighted how the increased revenue generated through retail and merchandising channels benefits the entire football ecosystem, from grassroots to the professional game. He emphasized the FA’s dedication to providing fans with top-tier merchandise, ensuring a world-class shopping experience both online and in physical stores.
By expanding its partnership with the FA, Fanatics solidifies its presence in international football. The company already partners with major football associations like the French Football Federation (FFF), German Football Federation (DFB), Italian Football Federation (FIGC), Royal Belgian Football Association (RBFA), and Argentine Football Association (AFA). Fanatics also serves as the official licensing, eCommerce, and event retail partner for UEFA, and managed online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, expressed his enthusiasm for the expanded partnership with the FA, aiming to bring England fans closer to their favorite players and national teams. Dowling acknowledged the high levels of optimism and support around the England teams post-Euros and recent Lionesses’ success, promising continued collaboration to enhance fan experiences worldwide.
This extended partnership marks a significant milestone in the FA’s collaboration with Fanatics, promising fans enhanced experiences and an extensive array of merchandise to showcase their support for England football globally.
