Fanatics adds UEFA to football portfolio

11 Jul 2019

By: Sport Industry Group

UEFA has signed a long-term partnership with Fanatics, which will serve as the official fan shop for the body’s national team events.

The deal covers Euro 2020, the Nations League Finals, the European Under-21 Championship, the European Futsal Championship and the Women’s Euro 2021.

As part of the agreement, Fanatics will be able to produce officially licensed UEFA competition merchandise at its major events.

Fans will receive access to a range of products as their country progresses through a tournament through Fanatics’ ability to design, produce and distribute stock across Europe while the competition is unfolding.

UEFA Marketing Director Guy-Laurent Epstein said: “We are excited about the opportunity to work with Fanatics, a company that is known for its innovation within the field of sports merchandising. We believe that this partnership will continue to enhance the experience for fans attending our national team football events."

Steve Davis, International President at Fanatics, added: “For the first time, UEFA Euro will be played across 12 nations simultaneously, meaning the operation of the tournament is incredibly complex. Fanatics' capabilities across the region, our experience at running tournament merchandise at major events and our partnerships with brands and footballing bodies mean we are the perfect partner for UEFA."

Fanatics also holds partnerships with the German Football Association (DFB), the FA, Manchester City, Manchester United, Real Madrid, Chelsea, Paris Saint-Germain, Borussia Dortmund and Bayern Munich.