The Football Association (FA) has signed a long-term extension to its multichannel retail and merchandising partnership with Fanatics, which will retain ecommerce rights and run the official online England Store.
Fanatics will also power on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium.
Additionally, the digital sports platform will now 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 deal was agreed following 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.
During the partnership to date, Fanatics has also overseen a number of milestone moments across the Men’s and Women’s teams, such as Euro 2024 breaking tournament records for England merchandise sales, as well as the recent 2024 kit launch having shattered site records on launch day.
James Gray, commercial director at the FA, said: “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 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.”
The newly published RetailX Global Sports Goods 2024 report looks at the impact of football associations and licensing agreements on merchandise sales.
A company snapshot highlights that while The Union of European Football Associations doesn’t have its own retail stores or website selling jerseys, scarves and other merchandise, they control who gets to sell these official items through licensing agreements. This allows them to maintain brand control and benefit financially from the popularity of their tournaments.
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