Football Australia announced a new partnership with Fanatics, providing fans of the CommBank Matildas and the CommBank Socceroos with an enhanced shopping experience and improved access to a wider range of official merchandise.
Under the new agreement, Fanatics will operate Football Australia’s online store in Australia and internationally, offering a wide range of merchandise for both teams to a global audience.
The announcement comes as Australian football reports record highs as the country prepares for a full schedule of major international tournaments, including the AFC Women’s Asian Cup 2026, which will take place in Australia, as well as the FIFA World Cup 2026, AFC Asian Cup 2027 and FIFA Women’s World Cup Brazil 2027.
Fanatics, with offices in over 80 countries worldwide, will manage the partnership from its regional headquarters in Melbourne, Australia, with local orders serviced from its distribution center in the city. Fanatics reports that Australia is its “fastest growing market outside of the US, with investment in Australian infrastructure and local talent planned, including expansion of its Melbourne-based team.”
Heather Garriock, Football Australia’s Interim CEO, said: “Football has millions of passionate fans in Australia who love showing their support for the CommBank Socceroos and CommBank Matildas. Football Australia’s merchandise strategy, delivered by Fanatics, will enable us to serve our fans in a way that was not possible before. With a growing number of Socceroos and Matildas players based in overseas leagues, and with many Australian fans based internationally, it was important that we could extend our reach into international markets.”
At the core of the partnership is Fanatics’ Cloud Commerce Platform, which will power the personalized shopping experience for fans of the CommBank Matildas and the CommBank Socceroos. The technology, used by over 900 sports clubs and organizations worldwide, including the International Olympic Committee, Paris Saint-Germain, Juventus, NFL, NBA, MLB, NHL, and Formula 1, provides real-time inventory management, faster checkout and tailored product offerings.
Stephen Dowling, International president at Fanatics, said, “Football in Australia is experiencing incredible momentum, and we’re proud to partner with Football Australia at such a pivotal and exciting moment for the sport in this country. This new partnership cements Fanatics’ role as the trusted partner for leading clubs, leagues and sports organizations across Oceania, and supporters of both the CommBank Matildas and the CommBank Socceroos can look forward to an enhanced, more connected shopping experience.”
Image courtesy Football Australia
