Global sports merchandising and collectibles e-commerce heavyweight Fanatics will expand its presence across the Middle East and North Africa (MENA) by establishing a new office in Doha, Qatar.
This new office will serve as a regional hub for Fanatics, through which it will expand its presence in the region.
Speaking on the new office opening, Fanatics' chief strategy and growth officer Tucker Kain commented: “As we expand our portfolio of businesses and brands, it is crucial that we identify emerging markets where there is a real opportunity to amplify the engagement and passion around sports and collecting.
“We’ve researched and analyzed the sports landscape across the Middle East for quite a while and are excited about what a local Fanatics operation can bring to the region.”
Qatar government communications office director Sheikh Jassim Al Thani added: “The establishment of Fanatics' regional hub in Qatar demonstrates the confidence global industry leaders have in Qatar's business environment and our strategic location.
“As Fanatics establishes its regional operations in Qatar, we gain a world-class partner, create opportunities for local talent development and knowledge transfer, and position Qatar at the forefront of the digital sports development globally.
“This partnership will showcase Qatar's dynamic sports landscape and foster deeper connections between our region and the global sports industry."
In February, Fanatics agreed to a partnership with the state of Qatar, which included a sponsorship element covering the upcoming Fanatics Fest convention, which will take place from June 20 through 22 in New York City, US.
Recently-crowned European Champions Paris Saint-Germain (PSG) are majority owned by Qatar Sports Investments (QSI), a vehicle of the government-operated Qatari Investment Authority.
Recently, the club’s UEFA Champions League final victory sparked a sales record for Fanatics.
PSG routed Italy’s Inter Milan 5-0 at Munich’s Allianz Arena (May 31), and in the 12 hours following the victory, sales on the official PSG online merchandise store skyrocketed, marking the highest ever sales period at Fanatics for an individual team win outside the US.
Peaking in the hour after the victory (between 11pm and midnight CET), sales exploded 4200% on the entire previous day (May 30), and in those 12 hours, sold more merchandise than in the entire three months preceding it combined.
Buyers from over 70 countries purchased PSG merchandise, with the best-selling item naturally being the commemorative Champions League winners PSG jersey.
Fanatics first agreed an e-commerce partnership with PSG in 2017, and expanded the deal in 2020 into a 10-year partnership that the two parties called "one of the most comprehensive and ambitious sports merchandising partnerships ever created."
Since that day, PSG’s online store has recorded six of the ten highest sales days in club history.
This trend has continued in the weeks following, with sales of the club’s new first team kit for the 22025-26 season surpassing all previous launches, particularly the prior record 2021-22 kit, which it is up 37% on.
