Barnsley F.C. To Join World-leading Football Clubs with Fanatics Retail Partnership

Promotion-chasing Barnsley F.C. has today announced a long-term omnichannel retail partnership with Fanatics, a digital sports platform and global leader in licensed sports merchandise, to expand and enhance the shopping experience for its supporters, offering the club access to the technology and infrastructure trusted by many of the world’s leading football clubs and sports organisations.  

The long-term deal means that Fanatics has become the exclusive operator for Barnsley’s online eCommerce store, in addition to operating on-site retail at Oakwell Stadium. The deal also sees Fanatics acquire the club’s master license for all Barnsley FC-branded merchandise, with Fanatics able to manufacture and distribute an expanded range of Barnsley-trademarked products.

Through this partnership, Barnsley will be able to utilise Fanatics’ technology infrastructure and in-house manufacturing capability to create and distribute a broad assortment of high-quality merchandise to fans, which will grow considerably in the weeks leading up to the 23/24 football league season and beyond.  

The refreshed online Barnsley F.C. Direct store, which launches this Summer, has been re-designed on Fanatics’ industry-leading Cloud Commerce Platform (CCP), which is used and trusted by world-leading football clubs from the Premier League, Championship, League One, La Liga, Serie A, Bundesliga and Ligue 1, as well as some of the biggest names in sport such as the NFL, NBA, Formula One and England Rugby.  

Barnsley fans will benefit from Fanatics’ continued investment in its platform, learnings accumulated across more than 900 of the world’s largest sports organisations, and the thousands of tests across the different sites conducted by Fanatics each year. In addition, Fanatics brings experience of operating on-site retail for partners such as The FA at Wembley Stadium, The Villa Store at Villa Park and The Reading F.C. Fanstore, ensuring that Barnsley F.C. fans will enjoy a first-class shopping experience, whether they shop in-person, online or via mobile.

Khaled El-Ahmad, Chief Executive Officer at Barnsley F.C., said: "As we continue to be innovative, efficient and focused on the needs of our loyal fanbase, we believe partnering with Fanatics is a win-win for all parties involved. 

“Fanatics has a growing reputation across the football pyramid for facilitating excellent retail experiences both in-person and online, making them the perfect partner for us as we look to enhance what we offer to our fans. We are extremely excited by this partnership and know that our supporters will benefit tremendously from the overall retail experience on offer in the months and years to come.”  

Chris Smith, Director of Business Development, Strategy and Planning at Fanatics, said: “We are excited to embark upon this new partnership with Barnsley F.C. With the sporting and commercial potential to grow both on and off the field, and a deeply loyal fanbase, we will enjoy partnering in the club’s successful future.  

“Our experience, expertise and infrastructure, which continue to be honed and built upon by our work with many of the world’s top club and international sides, will provide Barnsley fans with an improved retail experience when shopping with the club, no matter which channels they may prefer to access club product, or where in the world they may be.”  

Fanatics partners with more than 900 of the most recognised and successful sporting organisations in the world, including Manchester United, Chelsea, Everton, Aston Villa, Paris Saint-Germain, Atletico Madrid, A.C. Milan, Inter Milan, Juventus, Reading, Derby County, The FA, UEFA, French Football Federation (FFF), NFL, NBA and Formula One.