Fanatics, the US-based online sportswear and equipment retailer, has boosted its international soccer portfolio with a new e-commerce partnership with the Argentine Football Association (AFA).

Through the deal, Fanatics will build and operate the official AFA online store globally as the governing body looks to reach the growing international fanbase of its national teams.

The store, launching in 2024, will use Fanatics’ Cloud Commerce Platform and offer fans a significantly expanded range of merchandise and products developed and designed by Fanatics.

As part of the agreement, fans will also be offered the chance to participate in promotions to access unique items and experiences, such as autographed t-shirts and tickets for major tournaments.

Leandro Petersen, commercial and marketing director of AFA, said: “Within the global development of the Argentine national team brand and the expansion of the AFA in the world, a crucial point is the access of our global fans to official products.

“As it could not be otherwise, we sought to associate ourselves with the number one in the market in sports merchandising to continue our expansion in the United States, Europe, and the rest of the world. We are happy about this long-term agreement with Fanatics that will allow us to develop our official online store.”

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The new partnership adds to Fanatics’ portfolio of international soccer clients that includes the French Football Federation, the Royal Belgian Football Association, and the German Football Association.

The company’s European soccer portfolio also includes England’s Football Association and continental governing body UEFA. 

Matthew Primack, senior vice president of international business affairs and development at Fanatics, said: “Argentina boasts a rich football heritage and is one of the most successful nations in the history of the sport, so we are pleased to announce this new global partnership.

“Fans of Argentina are famously passionate about their team, and we are privileged to launch a new online store for them, offering a wide range of merchandise to make it easier for them to show their support for La Albiceleste.

“Fanatics now works with many top international football federations, and we have extensive global capabilities, meaning that no matter where international football fans might be, they are able to buy the latest official merchandise to show their support for their country.”

Fanatics partners with more than 900 sporting organizations, teams, and leagues around the world, including major European club sides Manchester United, Chelsea, and Paris Saint-Germain, American football’s NFL, basketball’s NBA, motor racing's Formula 1, England Rugby, the British and Irish Lions, and the International Olympic Committee.