The International Cricket Council (ICC) has formed a deal with Fanatics to utilise the digital sports platform’s global footprint and technology to ‘better serve cricket fans’.

Fanatics will operate the official ICC Global online store and manage event retail for all competitions including the upcoming ICC Men’s T20 World Cup in Australia, the ICC Women’s T20 World Cup 2023 and the ICC World Test Championship Final 2023. 

ICC Chief Commercial Officer, Anurag Dahiya, said: “We are delighted to welcome Fanatics to the ICC family. This partnership will be key in helping us take the cricket fan experience to the next level.”

The firm will also be able to manufacture officially licensed ICC products in a bid to give cricket fans access to a ‘significantly expanded assortment’ of licensed ICC merchandise from any country.

“The ICC’s licensing & merchandise programme aims to supplement cricket’s global strategy to reach more fans, through more channels, with more products from a wide range of fan merchandise – from apparel, accessories and headwear to official replica jerseys of the fans’ beloved teams,” Dahiya continued.

“We look forward to extending our licensing presence to not only event host nations but all countries with passionate cricket-loving fans.”

Furthemore, the new online store for the ICC will be opening this month, as the deal sees the site powered by Fanatics’ Cloud Commerce Platform (CCP).

Matthew Primack, Senior Vice-President of International Business Development at Fanatics, added: “I am delighted that the ICC has chosen Fanatics to help it deliver a better retail experience to its millions of fans across the globe. 

“Cricket fans are incredibly passionate about the sport and I am sure that they will be impressed with the retail experience and range of merchandise that will be available to them over the coming years.” 

Similarly, this week Fanatics also announced a long-term e-commerce, event retail and licensing partnership with UEFA – an extension of their current agreement.

The American firm now gains ecommerce rights and the right to design and manufacture unbranded apparel, as well as a ‘significantly expanded assortment’ of merchandise.

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