FA and Digital sports platform Fanatics extend their partnership. The two companies saw big sales during the Euro 2024 and have now announced a long-term renewal and expansion of its partnership. As part of the deal, Fanatics said it would retain e-commerce rights with the FA, running the official online England store alongside on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium. Additionally, the company will further serve as the FA’s official partner in sourcing new licensees.
Fanatics is working quiet intense in making partnership deals. Recently the brand signed a 10-year-long partnership deal with Serie A club Juventus.
“We are delighted to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following significant growth across our retail and merchandising channels since the partnership began,” said James Gray, commercial director of the FA.
The partnership further builds on Fanatics’ international growth plans within the football category. The company has now ongoing partnerships with the German Football Federation, the Italian Football Association and the Belgian Football Association, among many others.
