The Football Association (FA) has chosen to extend and broaden its collaboration with Fanatics, a prominent digital sports platform, amidst soaring worldwide merchandise sales. The remarkable decision follows a substantial increase in merchandise transactions, notably post the victorious Euro 2024, which set unprecedented records for England-themed products.

In this enhanced alliance, Fanatics retains eCommerce rights with the FA, administering the official online England Store. Moreover, Fanatics will oversee on-site retail endeavors during England’s home fixtures, domestic cup finals, and events at Wembley Stadium. The extended partnership now encompasses Fanatics’ new role as the FA’s sanctioned partner in scouting fresh licensees, ensuring top-quality FA merchandise across all product genres.

The extension of this partnership stems from the phenomenal surge in sales of England Men’s and Women’s merchandise, both through the official online England Store and the Wembley Stadium outlet. Since its inception in 2018, Fanatics has overseen numerous breakthrough moments, including Euro 2024, which broke records in England merchandise sales. The recent unveiling of the 2024 kit further shattered previous site records on its launch day.

James Gray, the Commercial Director at the Football Association, expressed his enthusiasm for the revamped partnership, stating, “We are thrilled to continue our successful alliance with Fanatics, a global leader in sports merchandise. The substantial growth in our retail and merchandising channels reinforces our ability to invest crucial funds in developing football at all levels, from grassroots to the professional game.” Gray emphasized the FA’s commitment to delivering the ultimate fan experience, whether online or in-store, through top-tier merchandise and an extensive product range worldwide.

The expanded collaboration with the FA cements Fanatics’ presence in international football. Fanatics currently partners with several prominent football associations, including the French Football Federation (FFF), the German Football Federation (DFB), the Italian Football Federation (FIGC), the Royal Belgian Football Association (RBFA), and the Argentine Football Association (AFA). Additionally, Fanatics acts as UEFA’s official licensing, eCommerce, and event retail partner, recently managing the online and event retail for Euro 2024.

Stephen Dowling, the International President of Fanatics, conveyed his excitement about the extended partnership, stating, “It is a privilege to broaden our relationship with the FA and continue serving fans of the Three Lions and Lionesses, both iconic teams in global football. The fervor and confidence surrounding the England teams are at a peak following the recent Euros and the Lionesses’ success, and we eagerly anticipate working closely with the FA to bring England fans closer to their beloved players and national teams.”

This expanded partnership initiates a new era in the FA’s association with Fanatics, promising enhanced experiences and products for England football enthusiasts worldwide.

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