The Football Association (FA) and Fanatics have renewed and expanded their partnership after record-breaking England merchandise sales during Euro 2024.
Under the agreement, Fanatics will continue to manage the FA’s eCommerce operations, including the official England Store online, and will handle on-site retail at England home games, domestic cup finals, and concerts at Wembley Stadium.
Additionally, Fanatics will now serve as the FA’s official partner in sourcing new licensees, ensuring that FA merchandise maintains top quality across all categories.
The main driver for this renewal has been Fanatics’ role in achieving milestone moments for both the England men’s and women’s teams. Notably, Euro 2024 set new records for England merchandise sales, and the recent 2024 kit launch shattered site records on launch day.
James Gray, Commercial Director at the FA, commented: “We are delighted to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following significant growth across our retail and merchandising channels since the partnership began.
“As a not-for-profit organisation, this growth allows us to invest vital funds into developing every level of the game, from grassroots through to the professional game.
“This renewal reflects our continued commitment to our fans in providing them with the best possible experience, whether shopping online or in person, as well as world class merchandise and the widest product assortment available anywhere, allowing fans to show their passion for the Three Lions and the Lionesses no matter where they are in the world.”
This deal further solidifies Fanatics’ expanding influence in international football. Already a partner for major football associations such as the French Football Federation (FFF), German Football Federation (DFB), Italian Football Federation (FIGC), Royal Belgian Football Association (RBFA) and Argentine Football Association (AFA).
Stephen Dowling, International President of Fanatics, said: “It is a pleasure and a privilege to expand our relationship with the FA and continue to serve fans of the Three Lions and Lionesses, two of the most iconic sides in world football.
“Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the recent success of the Lionesses, and we look forward to continuing to work closely with the FA to bring England fans around the world closer to their favourite players and the national teams.”
Most recently, Fanatics agreed a deal with Italian club Juventus last month. The agreement aims to grow the club’s brand and merchandise offering to fans across Italy and globally.
