Fanatics entered an e-commerce partnership with The Argentine Football Association (AFA). The long-term agreement will see Fanatics build and operate the AFA’s e-commerce store.
The AFA promoted several brand expansion programs, and through the agreement with Fanatics, it will look to strengthen commercial results and improve the brand’s positioning of the national teams.
The new online store will sell an expanded range of AFA fan merchandise, with consumers able to purchase official Argentina Adidas clothing, official AFA merchandise and Argentine products developed and designed by Fanatics. Consumers will also be able to participate in promotions. The new online store will launch in 2024.
Claudio Fabián Tapia, president of the AFA, said, “It is very important for us that fans around the world can have access to the official products of our National Team. That is why we believe that this agreement with a global leader like Fanatics will give our fans quick and direct access to them and will continue to strengthen and expand our brand internationally. Welcome, Fanatics to the Argentine National Team family.
Matthew Primack, SVP of international business affairs and development at Fanatics, said, “Argentina boasts a rich football heritage and is one of the most successful nations in the history of the sport, so we are pleased to announce this new global partnership. Fans of Argentina are famously passionate about their team, and we are privileged to launch a new online store for them, offering a wide range of merchandise to make it easier for them to show their support for La Albiceleste. “Fanatics now works with many top international football federations, and we have extensive global capabilities, meaning that no matter where international football fans might be, they are able to buy the latest official merchandise to show their support for their country.”
Leandro Petersen, commercial and marketing director of AFA, said, “Within the global development of the Argentine National Team brand and the expansion of the AFA in the world, a crucial point is the access of our global fans to official products. As it could not be otherwise, we sought to associate ourselves with the number 1 in the market in Sports merchandising to continue our expansion in the United States, Europe and the rest of the world. We are happy about this long-term agreement with Fanatics that will allow us to develop our official online store.”
Photo courtesy AFA
