British and Irish Lions announce Fanatics Partnership

15 Oct 2020

By: Sport Industry Group

The British & Irish Lions has announced a new e-commerce and manufacturing agreement with licensed sports merchandising company Fanatics.

The new partnership will see the pair provide supporters with a new range of fanwear as well as the widest-ranging selection of merchandise ever offered for a Lions tour. 

As part of the deal, Fanatics - which also runs England Rugby’s retail and online stores - has agreed exclusive global e-commerce rights with the Lions and will utilise their vertical commerce model to design, manufacture and distribute a wide range of official Lions merchandise. 

The new range will be available at the new official online Lions Store.

“We are excited to be able to offer Lions supporters an extensive range of new products that they can wear with pride when supporting the team,” said Ben Calveley, Managing Director, British & Irish Lions.

“The new Store will become the online destination to purchase Lions merchandise including the new replica shirt, as well as other Canterbury apparel and Hackett products when they come on the market later this year.” 

Zohar Ravid, International General Manager, Fanatics, added: “The Lions are one of the most iconic teams in global sport and it is an honour to be partnering with them for the 2021 Tour to South Africa.

“In partnering with Fanatics, the Lions will gain access to cutting edge e-commerce systems and industry leading technology. This will provide rapid navigation for fans across online and mobile sites meaning larger, hi-resolution product displays, frictionless checkout, faster website performance and the quickest access to new product offerings.”

Fanatics, which has offices and distribution centres in 11 countries throughout the world, has multiple global partnerships within sport, including the likes of US leagues NFL and NBA, and European football clubs such as Manchester United, Manchester City, Chelsea and Paris Saint-Germain. The organisation also has deals in place with England Rugby, Formula One, and golf’s Ryder Cup.