The Football Association (FA) is kicking off a new chapter in its partnership with Fanatics, a renowned global digital sports platform. This collaboration is reaching new heights following a surge in merchandise sales, fueled by the success of Euro 2024, which saw England merchandise sales skyrocket to unprecedented levels.
The FA has decided to not only renew but also enhance its partnership with Fanatics, entrusting the digital sports platform with eCommerce rights to operate the official online England Store. Fanatics will also oversee on-site retail operations during England’s home games, domestic cup finals, and concerts held at the iconic Wembley Stadium. Moreover, Fanatics will now serve as the official partner in sourcing new licensees, ensuring that FA merchandise remains of top-notch quality across various product categories.
The growth in England Men’s and Women’s merchandise sales, both through the official online England Store and the Wembley Stadium store, has been nothing short of remarkable. Since the inception of the partnership in 2018, Fanatics has been instrumental in achieving significant milestones, with Euro 2024 setting new records for England merchandise sales. The recent launch of the 2024 kit broke previous site records on its debut day, showcasing the unwavering support of fans.
James Gray, Commercial Director at the Football Association, expressed his excitement about the renewed partnership, underscoring the significant growth witnessed in retail and merchandising channels. He emphasized how this growth enables the FA to invest in all facets of the game, from grassroots to professional levels, benefiting the football community as a whole.
Gray highlighted the FA’s unwavering dedication to providing fans with the best possible shopping experience, whether online or in-store. The importance of offering world-class merchandise and a wide range of products was underscored, enabling fans worldwide to showcase their passion for the Three Lions and the Lionesses in style.
The expanded partnership with the FA firmly cements Fanatics’ position in the realm of international football. With collaborations already in place with major football associations such as 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), Fanatics is a force to be reckoned with. Additionally, as the official licensing, eCommerce, and event retail partner for UEFA, Fanatics recently managed the online and event retail for Euro 2024, further solidifying its global footprint.
Stephen Dowling, International President of Fanatics, shared his enthusiasm about the expanded partnership, highlighting the privilege of continuing to serve fans of the Three Lions and Lionesses. With optimism and belief in the England teams reaching new heights post-Euro 2024 and the recent success of the Lionesses, Fanatics looks forward to working closely with the FA to bring England fans worldwide closer to their favorite players and national teams.
This renewed and expanded partnership between the FA and Fanatics ushers in a new era, promising enhanced experiences and top-tier products for England football enthusiasts around the globe.
