FA renews/expands Fanatics partnership after summer Euros success

Record England football shirt and related merchandise sales linked to the Euro 2024 championships this summer has led to Fanatics signing a new long-term and now-wide-ranging retail agreement with The Football Association (FA).

The contract renewal for the global digital sports merchandise platform will now encompass retail, e-commerce and merchandising partnerships. It includes the retention of e-commerce rights with the FA to operate the official online England Store, as well as powering on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium. 

“Fanatics will now also act as the FA’s official partner in sourcing new licensees where required, ensuring that FA merchandise remains best-in-class across all categories”, the FA said. 

The new deal follows “huge growth” in England Men’s and Women’s merchandise sales across the official online England Store, and the England Store at Wembley Stadium, since the partnership first began in 2018. 

James Gray, Commercial Director at the Football Association, said the new agreement “follow[s] 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 grassroots through to the professional game”.

This deal further strengthens Fanatics’ growing reach. It already has links to a global partnership network of over 900 sports clubs, leagues and properties. Across international football alone, the business currently partners with the English FA as well as the French, German, Italian, Belgian and Argentinean football associations. Fanatics is also the official licensing, e-commerce and event retail partner of European footfall governing body UEFA.

Stephen Dowling, International President of Fanatics, added: “Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the 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.”