Fanatics signed a long-term renewal and expansion contract with England’s Football Association for its retail, eCommerce and merchandising following Euro 2024, which saw records broken for FA merchandise sales. 

Under the expanded contract, Fanatics retains eCommerce rights with the FA, runs England’s official store, and powers on-site retail during home games, domestic cup finals and concerts at Wembley Stadium. Fanatics will source new licensees for FA, where required.

The move follows increased growth in England men’s and women’s merchandise sales across its online store and its store at Wembley Stadium since the partnership began in 2018. Fanatics has also overseen milestone moments across the men’s and women’s teams, including Euro 2024 breaking tournament records for England merchandise sales and the 2024 kit launch breaking site records on launch day. 

 James Gray, commercial director at the FA, said: “We are delighted to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, 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 the grassroots through to the professional game.

This expanded partnership increases Fanatics’ reach across international football, with the business partnering with the FA, 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 also UEFA’s official licensing, eCommerce and event retail partner, recently powering its online and event retail for Euro 2024. 

Stephen Dowling, International President of Fanatics, said, “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 favourite players and the national teams.”

 Fanatics has a global partner network of over 900 sports clubs, leagues and properties, including Aston Villa, Chelsea, Everton, Juventus, Paris Saint-Germain, UEFA, AFL, Formula 1, The International Olympic Committee, MLB, NBA, NFL, NHL, Tokyo Giants, UFC, and WWE.

Image courtesy Fanatics