Hibernian, of Scottish soccer’s top-tier Premiership, has agreed a new omnichannel retail and merchandising partnership with Fanatics, the digital sports platform and e-commerce giant.

The long-term partnership sees Fanatics become the exclusive operator for the Edinburgh club's official online store, while also operating the club’s stadium store at Easter Road and event retail.

As part of the deal, Fanatics will also design, manufacture, and distribute additional Hibs fan products, providing supporters with club merchandise including officially licensed replica kits, training, and lifestyle wear.

The online Hibernian Direct store, which launches today, has been rebuilt on Fanatics’ Cloud Commerce Platform (CCP). Fanatics is also committing “significant financial investment” towards fully refurbishing the Hibernian FC stadium shop, which will re-open for fans in late June.

Fanatics will serve Hibs fans from its new distribution facility in Manchester.

Murray Milligen, Hibernian’s head of commercial, said: “We are committed to delivering a first-class retail experience to our supporters, so partnering with Fanatics was the natural next step for us.

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“This partnership is a ground-breaking one for Hibs and will have a hugely beneficial impact on our supporters.”

This partnership adds to Fanatics’ growing portfolio across European soccer, with the business having most recently partnered with English second-tier side Sunderland to operate the club’s online and stadium stores.

The firm also partners with several clubs and international federations including Chelsea, Paris Saint-Germain, Inter Milan, AC Milan, Aston Villa, Everton, UEFA, and the English, Argentine, French, German, and Belgian soccer associations.