Fanatics extended its e-commerce, retail and manufacturing contract with Premier League soccer club Aston Villa FC.

The partnership, which originally began in 2018, sees the English professional association football club using Fanatics’ technology to “better serve” fans.

Nicola Ibbetson, Aston Villa Football Club’s chief commercial officer, said, “Our partnership with Fanatics has been highly successful and has experienced significant growth in recent years, so we are thrilled to have cemented this relationship through this extension of our partnership.”

Fanatics retains global e-commerce, stadium retail and manufacturing rights for the club, for Villa fans to access a large range of merchandise.

“We are delighted that due to the phenomenal growth of the Aston Villa online business in recent years we are extending our relationship with this historic football club,” added Danny Downs, Fanatics UK general manager.