Fanatics, the e-commerce and merchandise giant, has expanded its partnership with American football’s NFL by sponsoring the league’s upcoming games in Dublin, Ireland, and London, UK.
Under the expansion, Fanatics becomes the official partner of the 2025 NFL Dublin game, being held at Croke Park on September 28, and the 2025 NFL London game at Tottenham Stadium on October 5.
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The e-commerce giant’s activations will include live DJ sets, interactive fan engagements, and localized merchandise collections at its retail locations in both cities to create an atmosphere away from the stadiums.
Ciarán Jordan, vice-president of marketing at Fanatics, said: “Partnering with the NFL for the 2025 games in Dublin and London is an exciting moment for Fanatics in the UK and Ireland.
“We’ve seen record growth internationally in recent years, and this partnership builds on that momentum, allowing us to deliver a more connected and elevated experience for fans, both through our premium retail offering and also now through engaging activations around the games.”
The international game sponsorship builds on Fanatics’ long-standing partnership with the NFL, which has seen it serve as the league’s official international game retail operator and global e-commerce partner.
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By GlobalDataThat deal sees Fanatics produce and distribute NFL fan and lifestyle apparel globally.
The NFL’s 10-year partnership with Fanatics began in 2020 and will run through the 2029-2030 campaign, with the e-commerce heavyweight granted exclusive consumer product licensing rights to manufacture and distribute all products designed by Nike, the US sportswear giant that is the NFL’s official apparel partner.
Since that deal was struck, Fanatics has heavily embedded itself into the NFL ecosystem.
Not only is the retailer now a partner of 28 of the 32 NFL franchises, but it is also the online and in-venue retail operator for 14 of those teams.
Furthermore, in 2023, Fanatics struck a partnership with the NFLPA players' union to replace Panini as the official trading card licensee.
The new deal comes a day after Fanatics announced it has teamed up with American football legend Tom Brady and Saudi Arabia to stage a flag football game featuring some of the NFL’s biggest names next year.
The Fanatics Football Classic comes via a partnership between Brady, Fanatics, the Saudi-backed Riyadh Season sport and entertainment brand, media giant Fox Sports, and TV production company OBB Media, with the blessing of the NFL owners.
The event is set to be played in the Saudi capital Riyadh on March 21, 2026, featuring three teams of eight players facing off in a round robin tournament, with the top two teams advancing to the championship.
The event is Fanatics’ second major deal in the Middle East, having secured Qatar’s sovereign wealth fund as an investor for the next five years. The company is also set to open an office in the country's capital, Doha.
