The Football Association (FA) has taken a bold step to elevate its merchandise sales by renewing and expanding its partnership with Fanatics, a renowned global digital sports platform. This strategic move follows an exceptional surge in merchandise revenues, particularly driven by the monumental success of Euro 2024, where England merchandise achieved unprecedented sales records.
Fanatics will continue to operate the official online England Store under the extended agreement, ensuring that fans have access to authentic merchandise. Moreover, the partnership includes Fanatics managing on-site retail operations during England’s home games, domestic cup finals, and concerts held at Wembley Stadium. Additionally, Fanatics has been appointed as the official partner for sourcing new licensees, guaranteeing top-tier FA merchandise across all product categories.
The decision to expand this collaboration stems from the remarkable growth in sales of England Men’s and Women’s merchandise. Fanatics has played a pivotal role in overseeing significant milestones, with Euro 2024 setting new benchmarks for England merchandise sales. The recent launch of the 2024 kit further solidified the partnership’s success, breaking previous site records on its launch day.
James Gray, the Commercial Director at the Football Association, expressed his excitement for the extended partnership, emphasizing the positive impact on retail and merchandising channels. This growth enables the FA, as a non-profit organization, to reinvest crucial funds into all levels of the game, from grassroots to professional football, contributing to the development of the sport.
Gray highlighted the FA’s dedication to providing fans with an outstanding shopping experience, whether online or in-person. Ensuring access to world-class merchandise and a wide range of products is essential for fans to showcase their support for the Three Lions and the Lionesses, no matter where they are in the world.
The expanded partnership with the FA cements Fanatics’ position in international football, aligning with major football associations worldwide. Fanatics currently partners with prominent associations such as the French Football Federation (FFF), the German Football Federation (DFB), and the Royal Belgian Football Association (RBFA), among others. The company also serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently managed the retail operations for Euro 2024.
Stephen Dowling, the International President of Fanatics, shared his enthusiasm for the enhanced partnership, recognizing the opportunity to serve fans of the iconic Three Lions and Lionesses teams. With the optimism and support surrounding the England teams at an all-time high post the Euros and recent Lionesses success, both Fanatics and the FA are committed to bringing England fans closer to their favorite players and national teams globally.
This expanded partnership signifies a new chapter in the FA’s collaboration with Fanatics, promising enhanced experiences and products for England football fans worldwide. With a focus on delivering top-quality merchandise and exceptional service, the FA and Fanatics aim to elevate the fan experience and celebrate the passion for the game.
