Fanatics, the international e-commerce and merchandising giant, has announced a new partnership with national soccer body Football Australia, as it accelerates its push into that country.
The agreement will see Fanatics operate Football Australia’s official online stores in the home market and internationally, both of which will offer a wide range of merchandise relating to the Matildas (women’s) and Socceroos (men’s) national teams.
Fanatics will manage the partnership from its regional headquarters in Melbourne using its Cloud Commerce Platform, which enables real-time inventory management, faster checkout, and tailored product offerings.
Heather Garriock, Football Australia’s interim chief executive, has said: “Football has millions of passionate fans in Australia who love showing their support for the Socceroos and Matildas. Football Australia’s merchandise strategy, delivered by Fanatics, will enable us to serve our fans in a way that was not possible before.
“With a growing number of Socceroos and Matildas players based in overseas leagues, and with many Australian fans based internationally, it was important that we could extend our reach into international markets.”
The announcement comes as the two teams prepare to participate in major international events, with the Matildas set to play at the AFC Women’s Asian Cup 2026 in Australia and FIFA Women’s World Cup 2027 in Brazil, while the Socceroos gear up to feature in the FIFA World Cup 2026 in the US, Canada, and Mexico, as well as the AFC Asian Cup 2027 in Saudi Arabia.
Stephen Dowling, international president at Fanatics, added: “As we continue to grow and expand our team and presence here in Australia, we’re excited to work with Football Australia to deliver for their fans both here at home and around the world.
“We’re particularly excited to work with the team at the upcoming major tournaments, including the FIFA World Cup 2026 in our founding market of the USA, where we will give the team a warm welcome.”
Australia is Fanatics’ second-fastest growing market after North America, with the brand having secured several major partnerships in the region, including with Australian football’s AFL and its Richmond and Essendon Football Clubs, rugby union governing body Rugby Australia, rugby league club Melbourne Storm, and the Australian Olympic Committee.
The company also has a partnership in place with both World Rugby and Rugby Australia covering the 2027 Rugby World Cup, which is being staged in Australia.
The company has accelerated its push into the country with its sports fan offering in recent years, having signed a 10-year distribution deal with local retailer Rebel Sport in 2020.
Earlier this year, Fanatics suffered a minor blow to its operations in Australia after the Federal Court of Australia upheld its ruling to limit the sale of its Fanatics-branded products over copyright infringement.
The decision means no jersey or apparel with the word ‘Fanatics’ on it can be offered for sale or sold in Australia. However, use of the Fanatics flag icon is still allowed.
Speaking to Sportcal at the time, Fanatics said the decision’s impact would be minimal and would only affect less than 1% of its sales in Australia.
Most products Fanatics sells in the Australian market are branded merchandise manufactured by third parties, including headwear brand New Era, while it also sells other first-party brands such as Nike, Mitchell and Ness, and Majestic – none of which are impacted by the ruling.
