Fanatics lands FA deal

19 Dec 2018

By: Sport Industry Group

The Football Association (The FA) has signed a new partnership with global licensed sports merchandise specialist Fanatics.

The five-year agreement, which begins this month, will extend the range of merchandise available to England fans and enhance the international availability of products.

The deal covers official merchandise and partner products across a range of categories and will also see the company operate the official online England store and run all physical retail sites at Wembley Stadium.

As part of the agreement, The FA will make use of Fanatics’ ‘vertical-commerce’ model which combines a technology platform with an agile supply chain and on-demand manufacturing. 

Fanatics says it will give the national governing body the flexibility to align and tailor its retail offering in line with on-field action and results.

Commenting on the agreement, Dan Kiddle, Head of Partnerships at The FA, said: “As the global leader in sports retail and licensed merchandise, Fanatics will transform The FA’s ability to service the shopping demands of England fans all over the world.

“With access to an unrivalled suite of e-commerce technology and world-class pedigree in delivery to match, we are very excited by our partnership with Fanatics and look forward to rolling out a much-improved retail offering.”

Fanatics International President, Steve Davis, added: “The Football Association is an iconic governing body with a rich history and we are delighted that they are the latest major organisation to have chosen to work with Fanatics to grow their merchandise offering to fans.

“We are determined to help fans feel closer to the team than ever before by improving the offering available to England supporters, including a wide range of merchandise that will be easy for fans to access, be that through the online store, through retail sites at Wembley or on the high street.

“We are significantly growing our global capabilities, with manufacturing and distribution centres around the world and no matter where England fans are, they will be able to buy the latest official England products and merchandise to show their support for their nation.”

The agreement adds to Fanatics’ expanding roster of partners, which in the last two months has grown to include the German FA (DFB) and Chelsea FC.

The firm already works with several major football clubs across Europe including Real Madrid, Manchester United, Manchester City, Everton, as well as global rightsholders including the NFL, NBA and European Tour.