rebel and Fanatics agree 10-year partnership to serve sports fans in Australia

rebel, Australia’s leading retailer of sporting equipment, apparel and footwear has teamed up with Fanatics, the global leader in licensed sports merchandise and signed an innovative new deal that will provide sports fans across Australia with access to the most comprehensive range of licensed sports merchandise available anywhere in the country.

Australian sport fans are renowned for their passion and loyalty to their favorite teams but often lack the availability of products for the teams they love.  Fanatics and rebel are partnering to solve that problem – and will offer Australian fans over 100,000 officially licensed products from some of the biggest sports leagues in the world, such as NFL, NBA, all major European Football Clubs, MLB and Formula 1.

The long-term deal, which will come into effect mid 2021, will see Fanatics enter its first significant partnership with an Australian retailer, as it becomes the exclusive supplier of all ‘non-Australian’ licensed team merchandise on the rebel website and will drastically improve rebel’s in-store licensed product availability. The new partnership expands Fanatics portfolio of retail partnerships around the world to better service fans and expand the licensed sports merchandise market.

The unique nature of the new partnership means that the rebel website ( will now offer thousands of new products, currently not available with any other retailer in Australia.

rebel’s Managing Director, Gary Williams said the partnership further strengthened rebel’s ability to bring the best global brands direct to Australia’s sporting enthusiasts.

“Australians love their sport. Teaming up with powerhouse sports fan brand, Fanatics, is a terrific win for rebel customers who are loyal and passionate fans of sporting teams both here in Australia and across the globe” he said.

Speaking about the new partnership, Fanatics’ International General Manager & Head of Corporate Development, Zohar Ravid, said: “We are absolutely delighted to partner with rebel, the leading  sports retailer in Australia. We found a great partner and similar strategic vision in the Super Retail Group and rebels management team.

“rebel was already one of the leading destinations for Australian sports fans but now, thanks to this new partnership, these fans will have even more choice and similar access to official merchandise as local fans in the U.S. or Europe. Sports are a global passion and we are strong believers that all fans deserve the option to support and participate in their favorite teams’ triumphs and despairs.”

“For our +300 global partners, this partnership provides the opportunity to reach a large Australian fan base through the most dominant local retailer, reaching even more fans worldwide.”

Through this new model, the expanded product assortment will be available directly via rebel’s national store network and online via, with Fanatics’ fulfilling and shipping customer orders directly via its existing international warehouse and logistics.