The Football Association: agreement extended with Fanatics to manage merchandising & e-commerce

The Football Association (The FA) has extended its partnership with Fanatics as part of "a long term" agreement and entrusted the American manufacturer and distributor of licensed sports products with the management of its merchandising, retail and e-commerce operations, according to the body on 13/08/2024. The two parties have been linked since 2018.

As part of the renewed agreement, "Fanatics will retain e-commerce rights and run the official online England Store, as well as powering on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium (London, England). Fanatics will now also act as our official partner in sourcing new licensees where required," explained The FA.

This partnership extension 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," added The FA. In particular, the merchandise launched by the retailer for Euro 2024 generated record sales, and the launch of the 2024 shirt led to a record…