The FA Expands Merchandise Offering Through New Fanatics Partnership

The Football Association has signed an innovative new deal with Fanatics, the global leader in licensed sports merchandise.

The new five-year partnership, which begins this month, will see England fans provided with a greater range of products and broader availability wherever they are in the world, thanks to Fanatics’ revolutionary model for the sports merchandise industry.

The deal, which sees Fanatics granted the rights to manufacture official merchandise and partner products across a range of categories, will also see the company operate the official online England store englandstore.com and run all physical retail sites at Wembley Stadium.

The FA will utilize Fanatics’ ‘vertical-commerce’ model which combines a world-class technology platform with an agile supply chain and on-demand manufacturing to create the broadest and most responsive assortment of high quality merchandise for England fans. In the unpredictable world of international football, it will allow The FA the flexibility to align and tailor their retail offering with the action and results on the field.

Fanatics, who in the last two months have announced new partnerships with the German FA (DFB) and Chelsea FC, already partner with several major football clubs across Europe including Real Madrid, Manchester United, Manchester City, Everton and many of the world’s biggest sporting organisations including the NFL, NBA and European Tour.

“The Football Association is an iconic governing body with a rich history and we are delighted that they are the latest major organization to have chosen to work with Fanatics to grow their merchandise offering to fans,” said Fanatics International President Steve Davis.

“The encouraging performance of the England Men’s Senior Team at the World Cup this summer and the resulting feel-good factor felt by their fans around the world demonstrated that there is a strong bond between England and their supporters. We are determined to help fans feel closer to the team than ever before by improving the offering available to England supporters, including a wide range of merchandise that will be easy for fans to access, be that through the online store, through retail sites at Wembley or on the high street.

“We are significantly growing our global capabilities, with manufacturing and distribution centres around the world and no matter where England fans are, they will be able to buy the latest official England products and merchandise to show their support for their nation.”

“As the global leader in sports retail and licensed merchandise, Fanatics will transform The FA’s ability to service the shopping demands of England fans all over the world,” said Dan Kiddle, head of partnerships at The FA. “With access to an unrivalled suite of e-commerce technology and world-class pedigree in delivery to match, we are very excited by our partnership with Fanatics and look forward to rolling out a much-improved retail offering”