The Football Association (FA) has taken a exciting step forward by expanding and renewing its partnership with Fanatics, the leading global digital sports platform. This decision follows a surge in merchandise sales growth, especially after the success of Euro 2024, which saw a monumental increase in England merchandise purchases.
Fanatics will remain in charge of the official online England Store as part of this enhanced agreement. Furthermore, Fanatics will handle retail operations at Wembley Stadium during England’s home games, domestic cup finals, and concerts. A new addition to the partnership involves Fanatics becoming the FA’s official partner for sourcing new licensees, ensuring a top-tier range of FA merchandise across all categories.
The extension of this partnership was driven by the remarkable increase in sales of England Men’s and Women’s merchandise through both the online England Store and the Wembley Stadium store. Fanatics, since joining forces with the FA in 2018, has overseen major milestones, including the record-breaking sales during Euro 2024. The recent launch of the 2024 kit also smashed previous records on its release day.
James Gray, the FA’s Commercial Director, expressed his excitement about the extended partnership, highlighting the significant growth in retail and merchandising channels. He emphasized how this growth allows the FA to invest critical funds into developing all levels of the game. Gray also stressed the FA’s commitment to providing fans with the best possible shopping experience, online or in-person, and ensuring a wide range of world-class merchandise for fans globally.
The expanded collaboration solidifies Fanatics’ position in international football as it already partners with major football associations such as the FFF, DFB, FIGC, RBFA, and AFA. Fanatics also serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently managed the online and event retail for Euro 2024.
Stephen Dowling, the International President of Fanatics, conveyed his enthusiasm about the extended partnership, calling it a privilege to continue serving fans of the Three Lions and Lionesses. Fan optimism for the England teams is at an all-time high, following their recent successes, and Fanatics looks forward to bringing England fans closer to their favorite players and national teams.
This expanded partnership between the FA and Fanatics marks a new and exciting chapter for England football fans worldwide, promising enhanced experiences and products for fans to enjoy and show their support for the Three Lions and the Lionesses.
