The Royal Belgian Football Association (RBFA) entered into a long-term e-commerce and merchandising partnership with Fanatics to enhance the shopping experience for fans of the Belgium National Football Team.

The deal, which lasts through UEFA EURO 2024 and the 2026 FIFA World Cup, has Fanatics as the exclusive operator for the official RBFA Online Store which is now run and operated by Fanatics.

This partnership adds to Fanatics’ football merchandising and retail portfolio, with the business officially partnered with the English FA, DFB (German FA), UEFA and other leading football clubs.

Matthew Primack, SVP, international business affairs and development at Fanatics, said, “We are thrilled to announce this partnership with the RBFA, furthering our extensive experience across both international and club football. Our expertise, unparalleled global infrastructure and technology platform mean that fans of the Belgian national teams, no matter where they might be in the world, can look forward to a seamless retail experience, both online and on mobile, providing access to an extensive product assortment and the innovation in retail for which we are known.”