Sunderland inks lengthy retail partnership with Fanatics

credit: Shutterstock
credit: Shutterstock

Sunderland AFC merchandise will now be available on the US retail market platform Fanatics after the EFL Championship signed a new long-term partnership. 

Fanatics will become Sunderland’s new retail partner in a deal that extends all the way up to 2034, displaying a commitment in the digital platform’s ability to enhance the shopping experience and reach it has across the globe. 

The partnership will include significant investment in a new retail store at the Stadium of Light, which will be located at Black Cat House, forming part of the club’s plans to redefine fan experience across its retail, servicing and ticketing operations.

The new online store, which intends to launch in June, will also be re-designed on Fanatics’ Cloud Commerce Platform (CCP), which is used by an array of different sports leagues and organisations.

Sunderland AFC Chief Brand and Commercial Officer, David Bruce, said: “We are committed to raising the game for our fans and providing them with a best-in-class service and that is why we are delighted to welcome Fanatics, a company that is renowned as the best at what they do in world sport. 

“With Fanatics set to bring their exceptional and unrivalled levels of servicing to Wearside, we cannot wait for our fans to see the new store, both online and at the Stadium of Light, this summer.” 

Fanatics has extensive experience of operating retail sites, with a network of more than 2,000 retail locations globally, including in-venue locations in the UK, such as The FA Store at Wembley Stadium, the England Rugby Store at Twickenham, and Premier League and Championship stores.

In addition, Fanatics aims to ensure Sunderland fans have access to a wide assortment of high-quality merchandise on the store, including extensive product ranges for young supporters and women.

Stephen Dowling, President of Fanatics International, said: “Sunderland is one of the biggest football clubs in the UK and is renowned for its loyal and passionate fanbase, so we are honoured and excited to partner with the club over the next ten years. 

“Sunderland fans deserve the best and we’re committed to bringing them great products, the highest standards of service, and the widest choice of merchandise they’ve ever had access to, providing them with a world-class retail experience no matter where they are based in the world.” 

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