Chelsea FC has extended and expanded its global merchandise partnership with Fanatics, having enjoyed consistent double-digit growth in merchandise sales since the collaboration began in 2018. In 2024 alone, Chelsea merchandise was shipped to fans in more than 130 countries through the club’s online store.
The new agreement will see Fanatics continue to manage Chelsea’s global e-commerce operations while also gaining extended design and manufacturing rights to develop new apparel lines tailored to Chelsea fans. The expanded partnership includes the launch of an enhanced online store, with AI-driven functionality, faster checkout and multiple languages.
Phil Lynch, Chief Digital Officer at Chelsea FC, said the upgraded digital platform offers a “world-class shopping experience” through personalization and innovation. Stephen Dowling, International President at Fanatics, highlighted Chelsea’s ambition as “exciting” and said the company is committed to delivering “a seamless and elevated shopping experience.”
Fanatics has partnerships with five of the 20 Premier League clubs – Chelsea, Everton, Aston Villa, Leeds United and Sunderland – and with over 50 football clubs and organisations globally. It is also the official licensing, e-commerce and event retail partner of UEFA.
