Fanatics announced a long-term extension and expansion of its current partnership with Chelsea FC, the professional football club based in Fulham, West London, which competes in the Premier League.
Under the expanded partnership, Fanatics will continue to operate Chelsea’s global e-commerce operations and will obtain further design and manufacturing rights to develop new consumer apparel ranges, leveraging its in-house design and manufacturing facilities to create merchandise for the team’s fan base.
Fanatics reported in a media release that the new agreement “comes at a time of significant growth in merchandise sales through Chelsea’s online store.” Since the league inked its partnership with Fanatics in 2018, “sales have grown on average by double-digits each year, and, in 2024, Fanatics delivered Chelsea merchandise to consumers in over 130 countries.”
Stephen Dowling, international president at Fanatics, commented, “Chelsea FC’s ambition to be at the forefront of global football makes this partnership exciting for us. Their loyal and passionate fan base deserves the best merchandise and a seamless and elevated shopping experience when they shop online with the club. We are committed to delivering that for them in the years ahead and look forward to continuing our work together.”
The partnership includes the launch of a new online store with enhanced product content, imagery, and search functions utilizing the latest AI technology, faster checkout, and multiple language and payment options.
Phil Lynch, chief digital officer of Chelsea Football Club, said, “We are delighted to extend our partnership with Fanatics. Together, we are always looking for new and innovative ways to engage with our loyal fan base, and with the launch of our new e-commerce platform, we have delivered a world-class shopping experience through personalization and a best-in-class commerce experience.
The extended deal continues to strengthen Fanatics’ reach in football, with the company currently partnering with over 50 football clubs worldwide, including recent partnerships with Inter Milan, Juventus, Leeds United, and Sunderland. Fanatics is also the official licensing, e-commerce, and event retail partner of the Union of European Football Associations (UEFA).
Image courtesy Chelsea Football Club
