The Football Association (FA) is kicking off a new era of merchandise success by enhancing its partnership with Fanatics, a renowned global digital sports platform. This strategic decision follows a surge in merchandise sales, notably boosted by the outstanding performance of England merchandise during Euro 2024.
The extended agreement solidifies Fanatics’ position as the holder of eCommerce rights for the FA, overseeing the official online England Store. Moreover, Fanatics will take charge of on-site retail activities during England’s home games, domestic cup finals, and concerts hosted at Wembley Stadium. The revamped partnership now designates Fanatics as the FA’s official partner in sourcing new licensees, ensuring that FA merchandise continues to excel across all product categories.
The FA’s choice to renew and broaden the collaboration stems from the extraordinary growth in England Men’s and Women’s merchandise sales through both the online England Store and the Wembley Stadium outlet. Since the inception of the partnership in 2018, Fanatics has played a crucial role in overseeing pivotal moments, including the groundbreaking success of Euro 2024, which set new records for England merchandise sales. The recent introduction of the 2024 kit also shattered previous records on its launch day.
James Gray, Commercial Director at the Football Association, expressed his enthusiasm for the renewed partnership, highlighting the significant retail and merchandising growth witnessed since the collaboration began. He stressed the importance of this growth in enabling the FA to funnel essential funds into all aspects of the game, from grassroots to professional levels. Gray underlined the FA’s commitment to providing fans with unrivaled shopping experiences, whether online or in-store, by offering premium merchandise and an extensive product range catering to fans worldwide.
The expanded partnership with Fanatics cements the company’s standing in international football, as it already partners with prominent 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 serves as UEFA’s official licensing, eCommerce, and event retail partner, recently managing online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, expressed his excitement about the extended partnership, noting the privilege of continuing to cater to fans of the iconic Three Lions and Lionesses teams. Dowling highlighted the heightened optimism and enthusiasm surrounding the England teams following their recent successes, expressing eagerness to collaborate further with the FA in bringing England fans closer to their favorite players and national teams.
This expanded partnership ushers in a new phase in the FA’s collaboration with Fanatics, promising to provide enhanced experiences and products to England football enthusiasts across the globe.
