The Football Association (FA) has recently declared a significant renewal and expansion of its partnership with Fanatics, a renowned global digital sports platform. This decision comes hot on the heels of an unprecedented surge in merchandise sales, especially following the remarkable triumph of Euro 2024, which set groundbreaking new records for England merchandise.
Amid this enhanced agreement, Fanatics is set to retain eCommerce rights with the FA, overseeing the official online England Store. Furthermore, Fanatics will be in charge of on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The partnership now entails an additional role for Fanatics as the FA’s official partner in sourcing new licensees, ensuring the top-tier quality of FA merchandise across all product categories.
The choice to extend and broaden the partnership is driven by the remarkable uptick in sales of England Men’s and Women’s merchandise, both through the official online England Store and the Wembley Stadium store. Since its inception in 2018, Fanatics has overseen numerous milestone moments, including Euro 2024, which witnessed record-breaking tournament sales of England merchandise. The recent debut of the 2024 kit also shattered prior site records on its launch day.
James Gray, the Commercial Director at the Football Association, expressed his excitement for the renewed partnership, remarking, “We are thrilled to have extended our successful collaboration with Fanatics, a global leader in sports merchandise, following substantial growth across our retail and merchandising channels since the partnership’s commencement. As a not-for-profit organization, this growth enables us to channel essential funds into nurturing every level of the game, from grassroots to the professional game.”
Gray underscored the FA’s dedication to its fan base, ensuring they receive the utmost experience, whether shopping online or in person. He stressed the significance of providing top-notch merchandise and the widest range of products feasible, enabling fans to exhibit their fervor for the Three Lions and the Lionesses, regardless of their location in the world.
The extended partnership with the FA further cements Fanatics’ foothold in international football. The company currently collaborates with several prominent football associations, including the French Football Federation (FFF), the German Football Federation (DFB), the Italian Football Federation (FIGC), the Royal Belgian Football Association (RBFA), and the Argentine Football Association (AFA). What’s more, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently managed the online and event retail for Euro 2024.
Stephen Dowling, the International President of Fanatics, expressed his enthusiasm about the expanded partnership, mentioning, “It is a pleasure and a privilege to expand our relationship with the FA and continue to serve fans of the Three Lions and Lionesses, two of the most iconic sides in world football. Fan optimism and belief around the England teams are at an all-time high post the Euros this summer and the recent success of the Lionesses, and we eagerly anticipate further collaboration with the FA to bring England fans worldwide closer to their favorite players and the national teams.”
This expanded partnership marks a fresh chapter in the FA’s collaboration with Fanatics, promising to deliver even more exceptional experiences and products to England football enthusiasts globally.
