The Football Association (FA) has hit the jackpot with its decision to renew and expand its partnership with Fanatics, a digital sports platform known for its global prowess. This move follows a surge in merchandise sales, fueled by the success of Euro 2024, which saw England merchandise break all previous records.
Fanatics will continue to spearhead the eCommerce arm for the FA, managing the official online England Store. Besides that, the expanded partnership will see Fanatics take charge of on-site retail operations during England’s home games, domestic cup finals, and concerts held at Wembley Stadium. An exciting addition to the collaboration is Fanatics now being the FA’s official partner in sourcing new licensees, ensuring top-quality FA merchandise across all product categories.
The substantial growth in England Men’s and Women’s merchandise sales through the official online England Store and Wembley Stadium store has been pivotal in steering the decision to bolster this partnership. Fanatics has been at the helm of various groundbreaking moments since the collaboration kicked off in 2018, with Euro 2024 standing out as a highlight breaking previous sales records. The launch of the 2024 kit was equally monumental, setting new site records on its debut day.
James Gray, Commercial Director at the Football Association, spoke glowingly about the renewed partnership, citing the remarkable growth experienced across retail and merchandising channels. Gray expressed delight at the opportunity to reinvest funds into grassroots and professional football development owing to this growth. Ensuring fans have exceptional shopping experiences both online and in-store remains a top priority, with a commitment to offering world-class merchandise and an extensive product range.
Fanatics’ expanded partnership with the FA bolsters its footing in international football, adding to its portfolio of major football associations collaborations. With partnerships already in place with significant bodies like the French Football Federation, German Football Federation, Italian Football Federation, Royal Belgian Football Association, and Argentine Football Association, Fanatics’ influence in global football is indisputable. The company’s role as the official licensing, eCommerce, and event retail partner for UEFA, managing online and event retail for Euro 2024, further solidifies its standing in the industry.
Stephen Dowling, International President of Fanatics, expressed his excitement about the extended partnership with the FA. Dowling emphasized the privilege of serving fans of the renowned Three Lions and Lionesses, recognizing their iconic status in world football. The optimism and support for the England teams are currently at an all-time high, following successful campaigns at the Euros and recent accomplishments by the Lionesses. Dowling looks forward to bringing England fans closer to their favorite players and national teams through this partnership.
This expanded collaboration between the FA and Fanatics ushers in a new era of enhanced experiences and products for England football fans worldwide. With the promise of top-tier merchandise and unparalleled fan engagement, the future looks bright for supporters of the Three Lions and the Lionesses.