Aston Villa FC has extended its e-commerce, retail and manufacturing deal with licensed sports merchandise and digital sports platform, Fanatics.

The partnership, which originally began in 2018, sees the Premier League club look to utilise the firm’s technology to ‘better serve’ its fans.

Nicola Ibbetson, Aston Villa Football Club’s Chief Commercial Officer, said: “Our partnership with Fanatics has been highly successful and has experienced significant growth in recent years, so we are thrilled to have cemented this relationship through this extension of our partnership. 

“We have seen sales grow significantly over the past few years and going forwards the focus will be on increasing the product offering for Aston Villa’s growing global fanbase and continuous improvement to the innovation and technology we can bring to the retail experience for our fans.”

Furthermore, Fanatics retains global e-commerce, stadium retail and manufacturing rights for the club, and allows for Villa fans to access a large range of merchandise.

“We are delighted that due to the phenomenal growth of the Aston Villa online business in recent years we are extending our relationship with this historic football club,” added Danny Downs, Fanatics UK General Manager. 

“From the moment we first partnered with Villa in 2017 we could see that the fans were incredibly passionate about their team and we have been privileged to serve them wherever they might be based in the world. 

“We can’t wait to bring them even more choice in the coming years and continue our partnership with this innovative and forward-thinking club.”  

Fanatics also hold partnerships with further professional football clubs across Europe, as well as sporting organisations such as NFL, NBA, MLB, NHL, International Olympic Committee (IOC) and Formula One.

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