Fanatics announced a long-term extension of its e-commerce and manufacturing deal with Atlético de Madrid.

The new deal will see Fanatics retain global e-commerce and manufacturing rights for the Spanish side. Fanatics, which partners with more than 300 sports clubs and organizations worldwide, will exclusively operate the global e-commerce business for Atlético de Madrid. In 2020 Fanatics delivered its merchandise to Atlético fans in 96 countries.

Iñigo Aznar, CCO, Atlético de Madrid, said: “We are eager to continue our eCommerce partnership with Fanatics through until 2025, a partnership which is now even more strategic. During these last year’s Fanatics allowed us to reach our fans globally and improve their shopping experience. Likewise, the partnership enables us to boost the international business reaching new markets, which already represent more than 60 percent of all sales. The outlook is that it will continue to rise in the coming years.”

Zohar Ravid, general manager for Fanatics’ International Business and based at the organization’s headquarters in Barcelona, said: “Atlético de Madrid is one of the biggest and most successful teams in European football. They are admired across the world for their spirit and passion, and we are excited to continue our partnership with them, growing their business and serving their fans both in Madrid and across the world.

“Our cloud commerce system will give Atlético fans an unrivaled experience online ensuring that they have a much quicker and easier time selecting and buying their merchandise, no matter how strong the demand. We will help the Club to benefit from the significant investment we make in technology each year, the learnings we collect from the hundreds of partners on our platform, and the truly global access, ensuring all fans across the world are able to access merchandise using their locally preferred language and currency.”

Photo courtesy Atlético De Madrid