Fanatics and the British & Irish Lions extended its long-term deal for an e-commerce and manufacturing partnership, which will run until 2030 and include the 2025 and 2029 British & Irish Lions Tours.

The partnership extension sees Fanatics retaining the exclusive global e-commerce rights with the Lions, which was agreed to following the growth in Lions merchandise sales through the official Lions Rugby online store, operated by Fanatics.

Merchandise sales during the 2021 British & Irish Lions Tour were confirmed to be the highest in Lions Rugby history, surpassing the 2017 Tour, prior to the opening pre-tour game versus Japan, and more than doubling 2017 sales by the end of the tour.

A wide range of merchandise will be sold for a Lions Tour, including fanwear and exclusive Fanatics-branded merchandise. Lions Rugby will continue to use Fanatics Cloud Commerce technology, providing fast navigation across online and mobile sites, including hi-resolution product displays, multiple currencies and frictionless checkout.

“The long-term strategic ambition of The British & Irish Lions is to be the most successful and admired sporting brand both on and off the pitch and one of the keys to this is our connection with our global fan base of almost 14 million people and how we engage with them,” shared Ben Calveley, CEO, Lions. “Fanatics has a strong reputation across the global sport as an innovator and provider of fantastic retail experiences, making them the perfect partner for us as we look to build upon our product range and overall retail experience.

“Following the successful commercial performance of the 2021 Tour, alongside the strong relationship we have built, we are excited to continue working with Fanatics over the months and years to come as we continue to expand our global reach and enhance our offering to fans.”

Chris Smith, director of business development, strategy and planning, Fanatics said: “The British & Irish Lions is an iconic, globally renowned sporting brand and we are thrilled to have the opportunity to continue working with the team. Over the coming years, our goal is to build on the record-breaking success of the 2021 Tour and utilize our market-leading technology, innovative spirit and unparalleled licensed sport expertise to continue delivering first-class results and fan experiences.”

Fanatics partners with more than 900 sporting organizations, teams and leagues worldwide including England Rugby, Manchester United, Chelsea, Paris Saint-Germain, the FA, UEFA, NFL, NBA, and Formula 1.