SAFC Partners with Fanatics to Reimagine Retail Experience for Fans

Sunderland AFC is delighted to announce a new long-term partnership with Fanatics.

A global digital platform and leader in licensed sports merchandise, Fanatics will become the Club’s new retail partner until 2034.

The partnership will enhance the shopping experience for Sunderland fans, with Fanatics becoming the exclusive operator for the Club’s online and stadium store.

This will include significant investment in a new retail store at the Stadium of Light, which will be located at Black Cat House, forming part of the Club’s exciting plans to redefine fan experience across its retail, servicing and ticketing operations.

Fanatics has extensive experience of operating retail sites, with a network of more than 2,000 retail locations globally, including in-venue locations in the UK such as The FA Store at Wembley Stadium, the England Rugby Store at Twickenham, and Premier League and Championship stores, meaning Sunderland fans can expect to enjoy a first-class shopping experience, whether they shop in-person or online.

The new SAFC online store, which will launch this June, will also be re-designed on Fanatics’ industry-leading Cloud Commerce Platform (CCP), which is used and trusted by many of the biggest sports organisations in the world.

In addition, Fanatics will ensure SAFC fans have access to the widest assortment of high-quality merchandise ever made available on the store, including extensive product ranges for young supporters and women.

Supporters will also have access to a dedicated customer service team, including a phoneline from 9:30am to 5pm, seven days a week, as part of a significant retail offering that signals the start of a new era for fan culture on Wearside.

Commenting on the new partnership, SAFC’s Chief Brand and Commercial Officer David Bruce said: “We are committed to raising the game for our fans and providing them with a best-in-class service and that is why we are delighted to welcome Fanatics, a company that is renowned as the best at what they do in world sport. With Fanatics set to bring their exceptional and unrivalled levels of servicing to Wearside, we cannot wait for our fans to see the new store, both online and at the Stadium of Light, this summer.”

Fanatics, which has office and manufacturing facilities in more than 80 different locations across the world, will mostly serve Sunderland fans from their new 185,000 square-foot state-of-the-art distribution facility in Manchester.

Fanatics has a global partner network of over 900 sports clubs, leagues and properties, including, The FA, Chelsea, Aston Villa, Everton, Paris Saint-Germain, AC Milan, Inter Milan, The International Olympic Committee, UEFA, WWE, NFL, NBA, MLB, NHL, and Formula 1.

Stephen Dowling, President of Fanatics International, said: “Sunderland is one of the biggest Football Clubs in the UK and is renowned for its loyal and passionate fanbase, so we are honoured and excited to partner with the Club over the next ten years. Sunderland fans deserve the best and we’re committed to bringing them great products, the highest standards of service, and the widest choice of merchandise they’ve ever had access to, providing them with a world-class retail experience no matter where they are based in the world.” 

Anna Mitchell, Senior Director of Business Development, UK Teams and Sports, at Fanatics added: ‘We’re looking forward to working with the Club to create the new retail store in such a prominent location next to the stadium and our learnings across football clubs and stadiums globally will help shape a space that all fans will be excited to visit. Our experience with football clubs across the world is that each one is unique, and with the Club we’ll help to create bespoke product ranges, making sure that there is good availability and choice for all fans. Having worked for a football club, I understand how important it is to provide every fan, who wear club colours with such pride, with a great experience when they shop.”