Fanatics, the digital sports platform and e-commerce company, has today (June 19) announced a deal with Spain’s LaLiga, marking its first-ever partnership with a major European soccer league.

As part of a “wide-ranging” omnichannel retail and manufacturing partnership, the Spanish top-flight will launch its first official online shop.

The Official LaLigaStore will be launched globally this summer, ahead of the start of the new 2023-24 season.

Fans will have access to officially licensed shirts, training gear, and accessories from LaLiga, as well as from many of the league’s leading teams.

The offer will be expanded over time to include clubs from LaLiga’s top two divisions. 

In addition, Fanatics will become a master licensee for LaLiga consumer products, “leveraging its global infrastructure and in-house manufacturing capabilities to create and distribute a range of premium, fashion-forward clothing range for the store’s launch.”  

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By GlobalData

The long-term deal marks Fanatics’ first league-wide partnership in European soccer, adopting the model used by major US Sports leagues such as American football’s NFL, basketball’s NBA, baseball’s MLB, and ice hockey’s NHL.

The partnership encompasses e-commerce, licensing, product manufacturing, and event retail, as well as the opportunity to open an official La Liga high-street retail store. 

The Official LaLigaStore has been built using Fanatics' Cloud Commerce Platform which is used by more than 900 major sporting organizations around the world, including European soccer giants Manchester United, Chelsea, Paris Saint-Germain, and Atletico Madrid, The English FA, UEFA, French Football Federation, and motor racing’s Formula 1. 

As well as operating the online store, Fanatics will provide merchandising support for the launch of LaLiga's upcoming brand refresh. 

Óscar Mayo, executive director of LaLiga, said: "This partnership with Fanatics will bring us even closer to the millions of fans that LaLiga has around the world and allows us to continue to expand our business ecosystem, taking the fan experience to the next level." 

Matthew Primack, senior vice president of international business affairs and development at Fanatics, added: "This launch marks a major milestone for Fanatics with LaLiga becoming our first European football league partnership.

“We are confident that what we will be offering fans, alongside LaLiga, will break new ground by bringing existing fans to the home of the league and global fans to an official collective destination.  

“Our extensive experience as the official retail and merchandising partner to the major US sports leagues, and many of the world’s leading club and international football teams, made this the natural next step in our continued journey to better serve sport and build a leading global digital sports platform."   

Image: Alex Caparros/Getty Images