The Football Association (FA) has taken a significant step towards enhancing its global presence in merchandise sales by renewing and expanding its partnership with Fanatics, a leading digital sports platform. The decision to expand the collaboration follows a surge in merchandise sales, especially after the exceptional success of Euro 2024, where England merchandise set new records in popularity.
Fanatics will maintain its position as the holder of eCommerce rights with the FA, managing the official online England Store. In addition to this, Fanatics will oversee retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The partnership has evolved to include a new role for Fanatics in sourcing licensees, ensuring top-tier merchandise across all FA product categories.
The growth in England Men’s and Women’s merchandise sales through the official online England Store and Wembley Stadium store drove the decision to expand the partnership. Fanatics has been instrumental in achieving various milestones since the partnership began in 2018, with the standout success being the record-breaking sales during Euro 2024. The launch of the 2024 kit also shattered previous records on its debut day.
James Gray, the Commercial Director at the Football Association, expressed his satisfaction with the renewed partnership, pointing out the significant growth across retail and merchandising channels. He highlighted the positive impact of this growth on the development of football at all levels, from grassroots to the professional game. Gray emphasized the FA’s commitment to providing fans with an exceptional shopping experience both online and in-person, offering a wide range of world-class merchandise for supporters worldwide.
The expanded partnership with Fanatics solidifies the company’s foothold in international football, with existing partnerships with major football associations such as the FFF, DFB, FIGC, RBFA, and AFA. Fanatics also serves as the official partner for UEFA in licensing, eCommerce, and event retail, managing online and event retail for Euro 2024.
Stephen Dowling, the International President of Fanatics, expressed his enthusiasm about the extended partnership, highlighting it as a privilege to serve fans of the iconic Three Lions and Lionesses teams. He acknowledged the high levels of fan optimism post successful tournaments and reiterated their commitment to bringing England fans closer to their favorite players and national teams.
This expanded partnership between the FA and Fanatics signals a new era in their relationship, promising enhanced experiences and products for England football fans worldwide. Fans can look forward to even greater engagement and access to merchandise that allows them to express their passion for the national teams, no matter where they are located.
