UEFA and online retail manufacturer Fanatics have announced a long-term e-commerce, event retail and licensing partnership – an extension of their current agreement.
The American firm will now gain e-commerce rights and the right to design and manufacture unbranded apparel.
Described as ‘one of the most comprehensive sports merchandising partnerships in European football’, the national team deal covers both the men’s and women’s games.
Guy-Laurent Epstein, UEFA Marketing Director, said: “We are delighted and excited to have agreed this long-term partnership with Fanatics, who are a market-leader in their field.
“Our national team competitions for both the men’s and women’s game are some of the most followed sporting events across the globe and together, we are looking forward to offering fans an extensive range of merchandise so that the memories of these great tournaments remain with them for years to come.”
Furthermore, Fanatics will create products or licence the rights to firms in their respective fields to manufacture and distribute a ‘significantly expanded, real-time selection’ of UEFA branded products.
“UEFA is one of the most respected brands in global sport and we are proud to be chosen to deliver their retail and merchandise solutions,” added Matthew Primack, Senior Vice-President of international business development at Fanatics.
“Fanatics is poised to provide UEFA with its first fully integrated e-commerce, event retail and licensed programme, and service a truly world class integrated experience for fans, regardless of whether they choose to shop online, at an event or at a retail store.”
The firm also partners with over 900 international sporting organisations and clubs such as the NFL, NBA, MLB, the Tour de France and Formula One.