Fanatics partners with Sky Sports to open first online retail shop

The new online merchandising shop available on shop.skysports.com is a first for Sky Sports and the retailer’s first partnership with a European broadcaster.

The online store is available in the UK, Ireland, Germany, Austria, Switzerland and Italy, and gives fans access to licensed merchandise from over 900 of the largest sporting organisations such as Premier League football, Formula One, NFL, NBA, cricket and more. 

Fanatics has a major presence in the US and extended its business by acquiring the UK-based international sports ecommerce company Kitbag in 2016. 

Fanatics senior vice-president for international business affairs and development Matthew Primack said: “Fanatics is proud to partner with Sky Sports and to enable Sky Sports’ entrance into the licensed sports merchandise market.

“This launch marks a significant milestone for Sky, Fanatics and sports fans more widely because it will close the gap between fans watching sports and wanting to gain access to product, through which they can demonstrate their allegiance to their favourite team kits and colours, in the moment.   

“Over the years Sky Sports has built a global reputation as an industry leader in sports broadcasting, always willing to innovate and push the envelope to improve the experience for fans across a wide range of sports – values that align closely with our own.

“This exciting partnership brings our collective expertise together to provide an enhanced experience for sports fans across the UK, Germany, and Italy by offering access to one of the widest ranges of licensed sports merchandise available anywhere.” 

Sky Sports commercial director Yath Gangakumaran said: “We’re proud to be able to announce this new ecommerce platform as part of our digital ecosystem, as Sky Sports continues to drive innovations which deliver the best possible experience for sports fans.

“Fanatics is an established global leader in this space, and as partners our combined expertise will enable us to deliver an industry-leading and seamless experience.”