🛍️ Record-Breaking Sales
Fanatics has announced the renewal of its partnership with the Football Association (FA) after seeing record-breaking sales of England merchandise during Euro 2024. The surge in sales reflects the heightened enthusiasm around the England men's and women's teams, especially after the Lionesses' recent success. Fanatics has been a key player in sports merchandise since the partnership began in 2018, driving massive growth in retail channels.
🤝 Long-Term Partnership
The extended partnership grants Fanatics continued e-commerce rights with the FA, including the operation of the official online England store. Additionally, Fanatics will manage on-site retail during England home games, domestic cup finals, and concerts at Wembley Stadium. This collaboration will also involve Fanatics assisting the FA in sourcing new licensees to expand their merchandise offerings.
🏟️ Expanding Retail Presence
James Gray, commercial director of the FA, expressed his enthusiasm for the partnership's renewal, noting its success in boosting retail and merchandising channels. He emphasized the importance of this growth for the FA, a not-for-profit organization, as it enables further investment in football development from grassroots to the professional level. The partnership's success is mirrored in the growth of both online and in-stadium sales.
🌍 Global Expansion
Stephen Dowling, international president of Fanatics, highlighted the company's global ambitions within football, citing ongoing partnerships with the German, Italian, and Belgian football associations. The renewed agreement with the FA solidifies Fanatics' role in the international football merchandise market. With fan support at an all-time high, this partnership will likely continue to flourish as Fanatics helps bring official England merchandise to fans worldwide.
What impact will this partnership have on football merchandising?
