The Football Association has unveiled an innovative new long term deal with Fanatics, a global leader in licensed sports merchandise.
The new five-year partnership, which commences this month, will grow the FA’s reach allowing England fans from all over the world to attain a greater range of merchandise.
The revolutionary model for the sports merchandising industry sees Fanatics gain the rights to manufacture official merchandise and partner products across a range of categories, it also means the company operates the official online England store and run all physical retail sites at Wembley Stadium.
Dan Kiddle, Head of Partnerships at The FA, commented: “As the global leader in sports retail and licensed merchandise, Fanatics will transform The FA’s ability to service the shopping demands of England fans all over the world.
“With access to an unrivalled suite of e-commerce technology and world-class pedigree in delivery to match, we are very excited by our partnership with Fanatics and look forward to rolling out a much-improved retail offering.”
Fanatics International President Steve Davis also spoke of the new partnership: “The Football Association is an iconic governing body with a rich history and we are delighted that they are the latest major organisation to have chosen to work with Fanatics to grow their merchandise offering to fans.
“The encouraging performance of the England Men’s senior team at the World Cup this summer and the resulting feel-good factor felt by their fans around the world demonstrated that there is a strong bond between England and their supporters.
“We are determined to help fans feel closer to the team than ever before by improving the offering available to England supporters, including a wide range of merchandise that will be easy for fans to access, be that through the online store, through retail sites at Wembley or on the high street.
“We are significantly growing our global capabilities, with manufacturing and distribution centres around the world and no matter where England fans are, they will be able to buy the latest official England products and merchandise to show their support for their nation.”