The Football Association (FA) has taken a significant step forward in its partnership with Fanatics, a prominent global digital sports platform. This decision follows a period of remarkable growth in merchandise sales, notably after the success of Euro 2024, which brought in unprecedented figures for England merchandise.
The renewed and expanded partnership entails Fanatics retaining eCommerce rights with the FA, operating the official online England Store. Moreover, Fanatics will handle on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. A new addition to the partnership includes Fanatics acting as the FA’s official partner in sourcing new licensees to maintain top-quality FA merchandise across all product categories.
The choice to extend and broaden the partnership stems from the outstanding 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 initiation in 2018, Fanatics has overseen several milestone events, notably Euro 2024, which saw England merchandise sales reach unprecedented levels. The recent launch of the 2024 kit also broke previous site records on its debut day.
James Gray, Commercial Director at the Football Association, shared his excitement for the continued partnership with Fanatics, stating, “We are thrilled to have extended our successful partnership with Fanatics, a global leader in sports merchandise, following substantial growth across our retail and merchandising channels since the partnership began.” Gray emphasized that the increased revenue allows the FA, as a not-for-profit organization, to reinvest essential funds into nurturing all levels of the game, from grassroots to the professional realm.
Gray further underlined the FA’s dedication to providing fans with the best possible shopping experience, whether online or in physical stores. He stressed the importance of offering top-tier merchandise and a wide array of products, enabling fans worldwide to showcase their passion for the Three Lions and the Lionesses.
The expanded partnership with the FA cements Fanatics’ presence in international football, aligning with several major football associations such as the French Football Federation (FFF), the German Football Federation (DFB), and the Italian Football Federation (FIGC). Fanatics also partners with the Royal Belgian Football Association (RBFA) and the Argentine Football Association (AFA). In addition, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, recently handling the online and event retail for Euro 2024.
Stephen Dowling, International President of Fanatics, conveyed his enthusiasm for the extended partnership, stating, “It is an honor to expand our collaboration with the FA and continue serving fans of the Three Lions and Lionesses, two of the most iconic teams in world football.” Dowling highlighted the heightened optimism and support for the England teams post the recent Euros and the successful streak of the Lionesses. He expressed eagerness to continue working closely with the FA to bring England fans worldwide closer to their favorite players and national teams.
This extended partnership signifies a new beginning in the relationship between the FA and Fanatics, promising enhanced experiences and products for England football enthusiasts globally.
