Licensed sports merchandise retailer Fanatics has expanded its partnership with the Football Association after England merchandise sales reached an all-time high during Euro 2024.
Fanatics renewed and expanded its partnership with the FA in a deal that will see it retain ecommerce rights, run the official online England Store, as well as power on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium.
The retailer, which first teamed up with the FA in 2018, said Euro 2024 was a record-breaking tournament for England merchandise sales and the team’s 2024 kit launch “shattered site records on launch day”.
Fanatics said the move strengthens its partnership in international football, which also has partnerships with the football associations of France, Italy, Belgium and Argentina. The retailer is also the official licensing, ecommerce and event retail partner of UEFA.
Stephen Dowling, international president at Fanatics, said: “It is a pleasure and a privilege to expand our relationship with the FA and continue to serve fans of the Three Lions and Lionesses, two of the most iconic sides in world football.
“Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the recent success of the Lionesses, and we look forward to continuing to work closely with the FA to bring England fans around the world closer to their favourite players and the national teams.”
FA commercial director James Gray said: “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. As a not-for-profit organisation, this growth allows us to invest vital funds into developing every level of the game, from the grassroots through to the professional game.
“This renewal reflects our continued commitment to our fans in providing them with the best possible experience, whether shopping online or in person, as well as world-class merchandise and the widest product assortment available anywhere, allowing fans to show their passion for the Three Lions and the Lionesses no matter where they are in the world.”
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