Atlético de Madrid extend partnership with Fanatics in new long-term deal

13 January 2021, MADRID, SPAIN- Atlético de Madrid and Fanatics, the global leader in licensed sports merchandise, today announced a long-term extension to their e-commerce and manufacturing deal, with the Spanish giants taking advantage of Fanatics’ global footprint and state of the art technology to better serve their fans around the world.

The new deal will see Fanatics retain global e-commerce and manufacturing rights for the Spanish side, ensuring that fans of the club will have access to one of the largest ranges of merchandise in the world through the club’s official online shop at

Fanatics, which partners with more than 300 of the biggest sports clubs and organizations worldwide, will exclusively operate the global e-commerce business for one of Spain’s most successful clubs. In 2020 alone Fanatics delivered merchandise to Atlético fans in 96 different countries.

In continuing their partnership with Fanatics, one of the most innovative companies in the world, Atlético de Madrid will utilize cutting edge e-commerce systems and the company’s vertical commerce model, which combines on-demand manufacturing with an agile supply chain to produce the timeliest assortments of merchandise for fans. Fanatics’ global network, which is now based out of eleven countries worldwide ensures that Atlético fans will be able to show their support for the team wherever they are based.

Iñigo Aznar, CCO of Atlético de Madrid, said: “We are eager to continue our ecommerce partnership with Fanatics through until 2025, a partnership which is now even more strategic.

“During these last year’s Fanatics allowed us to reach our fans globally and improve their shopping experience. Likewise, the partnership enables us to boost the international business reaching new markets, which already represent more than 60% of all sales. The outlook is that it will continue to rise in the coming years.”

The Club will also utilize Fanatics’ industry leading Cloud Commerce technology which provides rapid navigation for fans across online and mobile sites. This will mean faster website performance, larger hi-resolution product displays, local languages and currencies and frictionless checkout, transforming the online shopping experience for Atlético fans.

Zohar Ravid, General Manager for Fanatics’ International Business and based at the organization’s Spanish Head Office in Barcelona, said: “Atlético de Madrid is one of the biggest and most successful teams in European football. They are admired across the world for their spirit and passion and we are excited to continue our partnership with them, growing their business and serving their fans both in Madrid and across the world.

“Our cloud commerce system will give Atlético fans an unrivalled experience online, ensuring that they have a much quicker and easier time selecting and buying their merchandise, no matter how strong the demand. We will help the Club to benefit from the significant investment we make in technology each year, the learnings we collect from the hundreds of partners on our platform and the truly global access, ensuring all fans across the world are able to access merchandise using their locally preferred language and currency.”

Fanatics partners with several of the biggest football clubs across Europe and some of the largest sporting organizations in the world, including NFL, NBA, MLB, NHL, England Rugby and Formula One.