Fanatics and Sunderland Association Football Club (SAFC) have agreed to a new long-term partnership that will see the global merchandise firm become Sunderland’s new retail partner until 2034. Fanatics will become the exclusive operator for the club’s online and stadium store. This will include “significant investment” in a new store at the Stadium of Light, Fanatics said. The new SAFC online store will launch this June, re-designed on Fanatics’ Cloud Commerce Platform (CCP).
Fanatics operates a network of more than 2,000 retail locations globally, including other UK locations such as The FA Store at Wembley Stadium, the England Rugby Store at Twickenham, and Premier League and Championship stores. The company will mostly serve Sunderland fans from its new 17,000sqm distribution facility in Manchester. Fanatics has offices and manufacturing facilities in more than 80 locations around the world.
Fanatics has a partner network of more than 900 sports clubs, leagues and properties globally. Sunderland currently competes in the Championship, the second level of the English football league system.
