The FA expands Fanatics partnership following global merchandise growth

The Football Association (FA) and Fanatics, a global digital sports platform, are today announcing a long-term renewal and expansion to their wide-ranging retail, eCommerce and merchandising partnership, following Euro 2024 having broken records for England merchandise sales. 

Under the terms of the expanded partnership, Fanatics will retain eCommerce rights with the FA and run the official online England Store, as well as powering on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium. Fanatics will now also act as the FA’s official partner in sourcing new licensees where required, ensuring that FA merchandise remains best-in-class across all categories.  

The deal was agreed following huge growth in England Men’s and Women’s merchandise sales across the official online England Store, and the England Store at Wembley Stadium, since the partnership first began in 2018. During the partnership to date, Fanatics has also overseen a number of milestone moments across the Men’s and Women’s teams, such as Euro 2024 breaking tournament records for England merchandise sales, as well as the recent 2024 kit launch having shattered site records on launch day. 

James Gray, Commercial Director at the Football Association, said: “We are delighted to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following significant growth across our retail and merchandising channels since the partnership began. As a not-for-profit organisation, this growth allows us to invest vital funds into developing every level of the game, from grassroots through to the professional game.

“This renewal reflects our continued commitment to our fans in providing them with the best possible experience, whether shopping online or in person, as well as world class merchandise and the widest product assortment available anywhere, allowing fans to show their passion for the Three Lions and the Lionesses no matter where they are in the world.” 

This deal further strengthens Fanatics’ growing reach across international football, with the business currently partnered with the FA, the French Football Federation (FFF), the German Football Federation (DFB), the Italian Football Federation (FIGC), the Royal Belgian Football Association (RBFA) and the Argentine Football Association (AFA). Fanatics is also the official licensing, eCommerce and event retail partner of UEFA, having recently powered the online and event retail for Euro 2024. 

Stephen Dowling, International President of Fanatics, said: “It is a pleasure and a privilege to expand our relationship with the FA and continue to serve fans of the Three Lions and Lionesses, two of the most iconic sides in world football. 

“Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the recent success of the Lionesses, and we look forward to continuing to work closely with the FA to bring England fans around the world closer to their favourite players and the national teams.”

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