The Football Association (FA) has officially renewed and expanded its partnership with Fanatics, a global leader in digital sports retail. This move comes after a period of exceptional growth in merchandise sales, particularly highlighted by the record-breaking success of Euro 2024 for England's merchandise.
As part of the renewed deal, Fanatics will continue to manage eCommerce operations for the FA, overseeing the official online England Store. In addition to this, Fanatics will handle retail operations during England's home matches, domestic cup finals, and various events at Wembley Stadium. Notably, Fanatics will now also take on the role of sourcing new licensees for the FA, ensuring that the quality of FA merchandise remains unparalleled across all product lines.
The decision to extend and expand this partnership is a direct result of the impressive growth in sales of England Men’s and Women’s merchandise, both online and at Wembley Stadium, since the collaboration began in 2018. Fanatics has played a crucial role in several key moments for England’s national teams, including the record-setting Euro 2024 and the highly successful 2024 kit launch, which saw unprecedented demand on the day of its release.
James Gray, Commercial Director at the Football Association, commented on the renewed partnership, saying, “We are thrilled to extend our partnership with Fanatics, a global powerhouse in sports merchandise, following the significant growth we've seen across our retail channels. As a not-for-profit organization, this success is vital as it allows us to reinvest in every level of the game, from grassroots to the professional leagues.”
Gray further emphasized the FA’s dedication to its supporters, highlighting the importance of providing fans with an exceptional shopping experience, whether online or in-person. He noted that the expanded partnership with Fanatics will enable the FA to offer an extensive range of world-class merchandise, allowing fans to proudly support the Three Lions and the Lionesses, no matter where they are.
This partnership extension further cements Fanatics’ influence in international football, as the company already collaborates with several prominent football federations, including those of France, Germany, Italy, Belgium, and Argentina. Additionally, Fanatics is the official licensing, eCommerce, and event retail partner for UEFA, having recently managed the retail operations for Euro 2024.
Stephen Dowling, International President of Fanatics, expressed his excitement about the expanded collaboration, stating, “We are honored to deepen our relationship with the FA and continue to serve the passionate fans of the Three Lions and Lionesses. With fan enthusiasm at an all-time high following the Euros and the recent successes of the Lionesses, we look forward to working closely with the FA to bring fans closer to their favorite teams and players.”
This expanded agreement represents a significant step forward in the FA's partnership with Fanatics, promising to enhance the fan experience and deliver top-quality products to England football supporters worldwide.