DFB nets long-term extension with Fanatics

The expanded and prolonged partnership will see Fanatics maintain sole global eCommerce rights with the DFB and operate the official DFB-Fanshop.

The German Football Association (DFB) has inked a new long-term extension with the digital sports platform and global leader in licensed sports merchandise, Fanatics. With the signing of this new agreement, the DFB will prolong its omnichannel retail collaboration, which will broaden Fanatics’ current scope of work with the organisation.

This development will see Fanatics maintain sole global eCommerce rights with the DFB and operate the official DFB-Fanshop in addition to DFB on-site department stores during home games and DFB cup finals. The collaboration will cover both the UEFA Euro 2024 in Germany and the FIFA World Cup 2026.

A broad range of market segments, including headwear, retro fanwear, hard goods, homeware, consumer electronics, stationary, and more, are included in the flexibility to create DFB-branded fan merchandise that Fanatics now has the rights to manufacture, distribute, and when desired, licence to third parties.

Following successful commercial outcomes for the DFB across its retail channels in 2022, such as record-breaking demand for DFB items, an expanded collaboration was reached. By surpassing its previous daily record by 77%, Fanatics reported that November 27, 2022, was the most popular day ever for DFB items all over its network.

In accordance with the terms of the agreement, the DFB makes use of Fanatics’ ground-breaking Vertical Commerce model, which combines a top-tier technological foundation with a flexible supply chain and on-demand manufacturing to produce the most comprehensive and responsive selection of premium fan gear. This concept gives organisations like the DFB the ability to adapt its retail offering to the most recent outcomes and on-field activity in the rapidly evolving and frequently unpredictable world of sport.

The German forward Niclas Füllkrug’s last-minute goal, helped DFB to sell the most German shirts on the official DFB-Fanshop through most of November. With this, the DFB was able to meet a significant and unexpected increase in demand for personalised merchandise during the FIFA World Cup Qatar 2022 thanks to its flexibility. The German number nine also sold 90% more shirts in the hour after Füllkrug’s thrilling equaliser against Spain than the other 25 members of the German team put together.

The DFB will also keep using Fanatics’ market-leading Cloud Commerce technology, which allows fans to navigate online and mobile sites quickly. This means that better website performance, greater hi-resolution product displays, and numerous currencies will continue to assist football fans both in Germany and beyond.

Dr. Holger Blask, Managing Director Marketing, Sales & Events at DFB GmbH & Co.KG, said, “We are very pleased to extend and expand our successful partnership with Fanatics, and to leverage their global partner network to jointly offer an even wider range of merchandise products to our fans in the DFB Fan Shop and in retail. Together with Fanatics, we will continuously work to further improve the service for our fans.”

Fans in Germany will now also have access to the widest selection of officially licenced sports merchandise available in the nation thanks to Fanatics’ partnerships with numerous notable sports and retail organisations.

Matthew Primack, Senior Vice-President, International Business Affairs & Development at Fanatics, commented, “We are thrilled to confirm this renewal of our deep and trusted relationship with the DFB, to double down on our ongoing commitment to both the DFB and our growing presence in Germany more widely. Over the coming years, our ambition is to continue to work closely with the DFB to enhance and enlarge their brand at retail and within consumer product segments, to go above and beyond our current remit of operating retail and merchandise channels, to drive ever-greater success for the organisation and to reach German fans everywhere.”

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