The German Football Association and Fanatics Announce Innovative new Partnership

HAMBURG, GERMANY (OCTOBER 18, 2018)- The DFB is proud to announce an innovative and groundbreaking new omnichannel retail partnership with Fanatics, the global leader in licensed sports merchandise. Beginning in January 2019, the new long-term partnership will see fans of the national team provided with a greater range of products and wider availability around the world executed through Fanatics’ transformative vertical manufacturing model for the sports merchandise industry.

Fanatics, who partners with a number of major football clubs across Europe including Real Madrid, Manchester City, Manchester United and Chelsea and some of the world’s biggest sporting organisations including the NFL, NBA, NHL, Ryder Cup and Formula One, will create a seamless shopping experience across both online and offline channels through the creation of a new global e-commerce platform, DFB Fanshop (fanshop.dfb.de), while also operating DFB retail outlets during home games.

Fanatics’ innovative vertical model combines a world-class technology platform with an agile supply chain and on-demand manufacturing to create the broadest and most responsive assortment of high-quality merchandise for fans. In the fast changing and often unpredictable world of sport, it allows organisations such as DFB the flexibility to align and tailor their retail offering with the action and results on the field.

Commenting on the new partnership, CEO of DFB GmBH, Danni Strich, says: “Teaming up with Fanatics allows us to further expand our product portfolio and offer a better experience for all fans of the German national team.

“The co-operation enables us to further grow international reputation for our brand. We know by partnering with Fanatics, we have a great partner at our side, especially for our e-commerce business.”

Managing Director of Global Partnerships, Joachim Hilke, said: “We are very happy to have the DFB as a new partner for Fanatics. They are an incredible organisation with a wide-sweeping global following, and we are excited for the opportunity to ensure that fans of German Football all over the world can find the product they want, when they want it – regardless of shopping online, on their mobile, in a stadium or at a shop.

“Fanatics has a strong history in providing sports fans from around the world with an unrivalled retail experience, while also providing the top sports organizations with the opportunity to grow their business and fan base globally.”