English soccer’s governing body, the Football Association, has announced the extension and expansion of its partnership with global e-commerce and merchandising giant Fanatics.
The “long-term” renewal sees Fanatics continue as the operator of the English national team’s online e-commerce store, as well as the e-commerce rightsholder for the wider FA.
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Fanatics will also continue as the in-person retail operator for events at Wembley Stadium (including national team matches, domestic cup fixtures, and concerts).
Courtesy of the new deal, Fanatics now also partners the FA in helping to grow its portfolio of licensing agreements.
Speaking on the deal, FA commercial director James Gray stated: “We are delighted to have renewed our successful partnership with Fanatics, following significant growth across our retail and merchandising channels since the partnership began.
“As a not-for-profit organization, this growth allows us to invest vital funds into developing every level of the game, from grassroots through to the professional game.”
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By GlobalDataGray continued: “This renewal reflects our continued commitment to our fans in providing them with the best possible experience, whether shopping online or in person, as well as world-class merchandise and the widest product assortment available anywhere, allowing fans to show their passion for the Three Lions and the Lionesses no matter where they are in the world.”
The deal was renewed after the FA drew “record” retail revenue across the UEFA Euro 2024 international competition, in which England finished runners-up, with Fanatics managing operations as tournament records for England merchandise sales were broken.
Prior to the tournament the launch of the 2024 England kit also broke site records on the FA’s e-commerce platform.
Fanatics international president Stephen Dowling added: “Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the recent success of the Lionesses, and we look forward to continuing to work closely with the FA to bring England fans around the world closer to their favorite players and the national teams.”
Alongside the FA, Fanatics works with some of the largest soccer governing bodies in the world, including those of France (the FFF), Germany (the DFB), Belgium (the RBFA), and Argentina (the AFA), all of which have reached the latter stages of international tournaments in recent years, most prominently 2022 World Cup and 2024 Copa America winners Argentina.
In late June, Fanatics announced a new long-term operational partnership with Italian soccer giants Juventus.
The e-commerce business becomes the master licensee for the Serie A club’s entire set of merchandising rights through to the end of the 2034-35 season.
