The Football Association (FA) has taken a significant step to elevate the fan experience and boost merchandise growth by expanding its partnership with Fanatics, a renowned global digital sports platform. This move follows a period of extraordinary success in merchandise sales, particularly after the record-breaking performance of Euro 2024, which saw England merchandise sales soar to new heights.
The extended agreement entails Fanatics retaining eCommerce rights with the FA, thereby continuing to operate the official online England Store. Moreover, Fanatics will oversee on-site retail activities during England’s home games, domestic cup finals, and concerts at Wembley Stadium. A notable addition to the partnership is Fanatics’ new role as the FA’s official partner in sourcing new licensees, ensuring that FA merchandise maintains its position as a top choice across all product categories.
The decision to renew and expand the partnership is underpinned by the remarkable surge in sales of England Men’s and Women’s merchandise, both online through the official England Store and at the Wembley Stadium store. Since the partnership’s inception in 2018, Fanatics has been instrumental in achieving various milestones, most notably during Euro 2024, where England merchandise sales hit unprecedented levels. The recent launch of the 2024 kit smashed previous records on its launch day, further emphasizing Fanatics’ role in driving merchandise success.
James Gray, Commercial Director at the Football Association, expressed his excitement about the renewed partnership, highlighting the substantial growth in retail and merchandising channels since the collaboration began. This growth enables the FA, as a not-for-profit organization, to reinvest crucial funds into advancing all levels of the game, from grassroots to professional football.
Gray emphasized the FA’s dedication to providing fans with exceptional experiences, both online and in-person, and ensuring access to top-quality merchandise. Offering a wide range of products allows fans worldwide to showcase their passion for the Three Lions and the Lionesses, thereby strengthening the connection between supporters and the national teams.
The extended partnership cements Fanatics’ position in the realm of international football. The company already collaborates with prominent football associations, such as the French Football Federation (FFF), the German Football Federation (DFB), and the Royal Belgian Football Association (RBFA), among others. Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, further solidifying its presence in the global football community.
Stephen Dowling, International President of Fanatics, expressed his enthusiasm for the expanded partnership, noting the privilege of serving fans of the Three Lions and the Lionesses, two iconic teams in world football. With optimism and belief in the England squads reaching new heights, following successful campaigns in Euro 2024 and recent achievements by the Lionesses, Fanatics looks forward to working closely with the FA to bring England fans closer to their favorite players and national teams worldwide.
The extended partnership between the FA and Fanatics signifies a fresh chapter in their collaboration, promising enhanced experiences and products for England football fans across the globe. Through this expanded alliance, fans can look forward to a more immersive and engaging connection with their beloved teams, as Fanatics continues to drive innovation in the world of sports merchandise.
