Championship contenders Millwall F.C. are eyeing elevated fan engagement through a long-term multichannel retail partnership with Fanatics.
Under the terms of the deal, Fanatics has become the exclusive operator for both Millwall’s online store, and the official Millwall F.C. store on-site at The Den.
Steve Kavanagh, Chief Executive at Millwall, said: “We are delighted to confirm our partnership with Fanatics as we continue working tirelessly to enhance what we offer to our passionate and dedicated fans.
“Given Fanatics’ extensive football credentials and experience in creating world-class retail experiences, both online and in-person, they are the perfect partner to help take our retail and merchandising offering to the next level.”
The deal also sees Fanatics acquire the rights to sell officially licensed Millwall F.C. merchandise across its own network of sites, including fanatics.co.uk and kitbag.co.uk, as well as selected retail partners.
Anna Mitchell, Director of Business Development, UK Teams & Sports at Fanatics, added: “Millwall F.C. fans are well-known for their passion and dedication to their team. We are therefore excited to partner with the club, utilising its knowledge of the Millwall fanbase to help offer supporters a first-class shopping experience, which has been refined and shaped by our work with many of the world’s biggest football and sports teams.
“We look forward to leveraging our experience, world-leading technology and global infrastructure to better enable Millwall fans to show their passion and pride for their club, whether they choose to shop online or in person at The Den.”
Fanatics partners with more than 900 sporting organisations and leagues across the world, including a number of global Premier League, Serie A, La Liga and Ligue One football clubs, UEFA, The FA, FFF, DFB, RBFA, England Rugby, NFL, NBA and Formula One.