The Deutsche Fußball Liga (DFB) and sports e-commerce giant Fanatics have announced a long-term extension to their existing omnichannel retail partnership. The expanded and extended partnership, encompassing both UEFA Euro 2024 in Germany and the 2026 FIFA World Cup, will see Fanatics retain exclusive global e-commerce rights with the DFB and run the official DFB fanshop. Fanatics will also run DFB on-site retail during home games and DFB cup finals.
In addition, building upon the previous arrangement, Fanatics now has the rights to manufacture, distribute and license to third parties an expanded range of DFB-branded fan merchandise across a large range of product categories including headwear, stationary, retro fanwear, hard goods, consumer electronics, homeware and more. The DFB will also continue to utilize Fanatics’ Cloud Commerce technology, which provides navigation for fans across mobile and online sites.
On Nov. 27, 2022, Fanatics confirmed its most popular day ever for DFB merchandise across its network, beating its previous daily record by 77 percent.
