The Football Association (FA) has taken a significant step towards enhancing its merchandise sales by renewing and expanding its partnership with Fanatics, a prominent digital sports platform. With a surge in England merchandise sales following the success of Euro 2024, the FA is leveraging this momentum to further engage fans and boost revenue.
Fanatics will continue to operate the official online England Store, a role it has held since 2018. In addition, Fanatics will oversee retail operations at England’s home games, domestic cup finals, and Wembley Stadium concerts. The expanded partnership now includes Fanatics as the official partner in sourcing new licensees for FA merchandise, ensuring the continuous advancement of product quality and variety across all categories.
The decision to extend and broaden this partnership is driven by the exceptional growth witnessed in sales of England Men’s and Women’s merchandise. Fanatics played a pivotal role during Euro 2024, which set unprecedented records in England merchandise sales. The launch of the 2024 kit further solidified this success by breaking previous site records on its debut day.
James Gray, Commercial Director at the Football Association, lauded the renewed partnership with Fanatics, emphasizing the organization’s commitment to reinvesting profits into all levels of the game. He highlighted the importance of providing fans with top-notch merchandise and a diverse product range to express their support for the Three Lions and the Lionesses.
With Fanatics’ footprint extending to multiple major football associations and partnerships with UEFA, the expanded collaboration with the FA cements its position in international football merchandise. Stephen Dowling, International President of Fanatics, expressed his enthusiasm for deepening ties with the FA, recognizing the immense potential of engaging with fans globally.
The FA’s extended partnership with Fanatics signifies a new era of growth and customer experience for England football enthusiasts worldwide. By capitalizing on the success of past collaborations and the increasing demand for quality football merchandise, both organizations are poised to elevate the fan experience and drive continued sales growth.
