The Football Association (FA) has taken a significant step forward by expanding its partnership with Fanatics, a prominent global digital sports platform. This decision follows a period of remarkable growth in merchandise sales, especially after the success of Euro 2024, which saw England merchandise achieve unprecedented levels of sales.
Under this renewed agreement, Fanatics will continue as the holder of eCommerce rights with the FA, managing the official online England Store. Furthermore, Fanatics will oversee on-site retail operations during England’s home games, domestic cup finals, and concerts held at Wembley Stadium. The newly expanded partnership now includes Fanatics playing a key role as the FA’s official partner in scouting new licensees, ensuring that FA merchandise maintains its premium quality across all product categories.
The choice to renew and broaden the partnership stems from the exceptional surge in sales of England Men’s and Women’s merchandise, both through the official online England Store and the Wembley Stadium store. Since the inception of the partnership in 2018, Fanatics has overseen significant milestones, with Euro 2024 standing out as setting new records for England merchandise sales. Moreover, the recent launch of the 2024 kit broke previous site records on its debut day.
James Gray, Commercial Director at the Football Association, expressed his excitement about the extended partnership, stating, “We are thrilled to renew our successful collaboration with Fanatics, a global leader in sports merchandise, following substantial growth in our retail and merchandising channels since the partnership commenced. As a not-for-profit organization, this growth enables us to channel essential funds into nurturing all levels of the game, from grassroots to the professional arena.”
Gray underlined the FA’s dedication to its fans, ensuring they have access to top-notch experiences, whether shopping online or in-store. He emphasized the significance of providing top-tier merchandise and a wide range of products, enabling fans worldwide to display their passion for the Three Lions and the Lionesses.
The extended partnership with the FA cements Fanatics’ position in the realm of international football. The company already collaborates with several major football associations, such as 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). Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, recently overseeing the online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, shared his enthusiasm about the expanded partnership, stating, “It is an honor and a privilege to broaden our ties with the FA and continue to cater to fans of the Three Lions and Lionesses, two of the most iconic teams in global football. Fan enthusiasm and belief in the England teams are soaring post the Euros this summer and the recent success of the Lionesses. We eagerly anticipate further collaboration with the FA to bring England fans worldwide closer to their beloved players and national teams.”
This expanded partnership marks a new era in the FA’s association with Fanatics, promising to deliver even more exceptional experiences and products to England football enthusiasts globally.
