The Football Association (FA) has taken a bold step towards enhancing the fan experience by announcing a significant renewal and expansion of its partnership with Fanatics, a leading global digital sports platform. This decision follows a period of unprecedented growth in merchandise sales, spurred by the success of Euro 2024, which saw England merchandise sales reach new heights.
Fanatics will continue to hold eCommerce rights with the FA under the expanded agreement, operating the official online England Store. In addition, they will manage on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The enhanced partnership now includes a new role for Fanatics as the FA’s official partner in sourcing new licensees to ensure top-tier merchandise across all categories.
The decision to renew and expand the partnership was driven by the remarkable surge in sales of England Men’s and Women’s merchandise. Since the partnership’s inception in 2018, Fanatics has overseen numerous milestone moments, including record-breaking sales during Euro 2024. The recent launch of the 2024 kit shattered previous site records on its launch day.
James Gray, Commercial Director at the Football Association, expressed his excitement about the renewed partnership, highlighting the significant growth in retail and merchandising channels. The partnership growth allows vital funds to be invested across all levels of the game, from grassroots to the professional game, benefiting football development.
Gray underscored the FA’s commitment to offering fans the best possible experience both online and in-person. Providing top-notch merchandise and a wide product range allows fans worldwide to showcase their passion for the Three Lions and the Lionesses.
The expanded partnership solidifies Fanatics’ presence in international football, as they already partner with major football associations such as the French Football Federation, the German Football Federation, the Italian Football Federation, the Royal Belgian Football Association, and the Argentine Football Association. Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, highlighting their extensive expertise in the field.
Stephen Dowling, International President of Fanatics, expressed his enthusiasm for the expanded partnership, emphasizing the iconic status of the Three Lions and Lionesses in the football world. Dowling mentioned the high spirits surrounding the England teams post-Euros and the recent success of the Lionesses, setting an optimistic tone for the future collaborations with the FA.
The expanded partnership between the FA and Fanatics marks a promising new chapter, aimed at delivering enhanced experiences and products to England football fans across the globe. As fan optimism and belief continue to soar, this collaboration ensures that supporters can feel closer to their favorite players and national teams.