Fanatics reported signing a long-term multichannel retail partnership with Millwall F.C. to enhance its worldwide shopping experience.
The Millwall Football Club (F.C.) is a professional association football club in Bermondsey, South East London, England. They compete in the EFL Championship, the second tier of English football.
Under the terms of the deal, Fanatics became the exclusive operator for Millwall’s online store and the official Millwall F.C. store on-site at The Den.
The deal also sees Fanatics acquiring the rights to sell officially licensed Millwall F.C. merchandise across its network of sites, including fanatics.co.uk, kitbag.co.uk and selected retail partners.
With this partnership, Fanatics has also gained the rights to manufacture Millwall F.C. fan apparel and accessories.
The revamped online Millwall Lions store, which launches June 1, will run on Fanatics’ Cloud Commerce Platform (CCP), featuring hi-resolution product displays, frictionless checkout, and fast access to new product offerings. Fanatics will also take over on-site retail at The Den as part of the partnership.
Fanatics partners with more than 900 sporting organizations and leagues worldwide, including global Premier League, Serie A, La Liga, and Ligue One football clubs, UEFA, the FA, FFF, DFB, RBFA, England Rugby, NFL, NBA, and Formula One.
