The Football Association (FA) is kicking off a new era with its partnership expansion alongside Fanatics, a pinnacle in digital sports platforms. The decision stems from an exceptional surge in merchandise sales, particularly sparked by the huge success of Euro 2024, which saw record-breaking England merchandise numbers.
In this revamped agreement, Fanatics secures its hold on the FA’s eCommerce rights, running the official online England Store. Furthermore, Fanatics is taking charge of on-site retail operations during England’s home games, domestic cup finals, and concerts at the iconic Wembley Stadium. The collaboration scope now extends to Fanatics serving as the FA’s official partner in sourcing new licensees, ensuring top-tier merchandise across all product categories.
The choice to renew and expand this partnership builds on the phenomenal sales growth of England Men’s and Women’s merchandise, both online and at the Wembley Stadium store. Since kicking off this partnership in 2018, Fanatics has overseen several milestone moments, including the groundbreaking Euro 2024, setting new records for England merchandise sales. Even the recent launch of the 2024 kit saw previous site records shattered on its release day.
James Gray, Commercial Director at the Football Association, shares his excitement for this continued partnership, stating, “We are thrilled to extend our successful collaboration with Fanatics, a global authority in sports merchandise, after substantial growth in our retail and merchandising channels since the union began. As a not-for-profit entity, this growth empowers us to channel crucial funds into nurturing every level of the game, from grassroots to professional play.”
Gray underscores the FA’s dedication to its fans, ensuring they enjoy the best possible shopping experience, be it online or in person. He emphasizes the significance of providing world-class merchandise and the widest product range to enable fans worldwide to showcase their passion for the Three Lions and the Lionesses.
The deepened partnership with the FA cements Fanatics’ foothold in international football. The company already collaborates with various major 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). Additionally, Fanatics functions as the official licensing, eCommerce, and event retail partner for UEFA, recently steering online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, expresses his enthusiasm about this expanded partnership, remarking, “It’s an honor to broaden our ties with the FA and continue serving fans of the Three Lions and Lionesses, two of the most iconic teams in global football. Fan enthusiasm and belief in the England teams have reached new heights post the summer Euros and the recent Lionesses’ success, and we eagerly anticipate further collaboration with the FA to bring England fans worldwide closer to their beloved players and national teams.”
This upgraded partnership begins a fresh chapter in the FA’s association with Fanatics, promising to deliver enhanced experiences and products to England football fans globally.
