Hibernian FC announce transformative partnership with Fanatics

This long-term collaboration promises to revolutionize the fan experience for the Hibees worldwide.

The Scottish football club, Hibernian Football Club have joined forces with Fanatics, a global leader in sports merchandise.

This long-term collaboration aims to revolutionize the fan experience for the Hibees worldwide.

The strategic partnership grants Fanatics exclusive control over Hibs’ official retail operations. This encompasses the club’s online store, the physical store at Easter Road stadium, and all event retail activities. Fanatics’ established expertise in e-commerce and retail management is poised to significantly enhance the online shopping experience for Hibernian fans.

Furthermore, the partnership will see a significant investment in the Easter Road stadium store. This refurbishment will create a modern and improved retail environment for fans visiting the stadium, with the revamped store expected to reopen by the end of June 2024.

Hibernian FC’s Head of Commercial, Murray Milligen, said, “We are committed to delivering a first-class retail experience to our supporters, so partnering with Fanatics – a world leader in sport – was the natural next step for us.

“We look forward to showing our fans the refreshed online and Easter Road stores, which utilise Fanatics’ global capabilities and vast experience across sport. This partnership is a ground-breaking one for Hibs and will have a hugely beneficial impact on our supporters.”

Anna Mitchell, Senior Director, International Business Development at Fanatics, said, “We are delighted to partner with Hibernian FC, which has a rich and storied history in Scottish football. We are committed to delivering for fans, no matter where they are in the world or how they may prefer to shop, and look forward to providing Hibs fans with the very best experience, shaped by our learnings drawn from across many of the biggest and best clubs in football.”

This partnership marks a new era for Cabbage’s fan engagement strategy. By tapping into Fanatics’ industry-leading expertise, Hibernian FC aim to deliver a more convenient and comprehensive shopping experience for its loyal supporters. This will undoubtedly strengthen the connection between the club and its passionate fanbase.

Fanatics is a leading provider of sports merchandise, offering a massive selection of officially licensed jerseys, apparel, and collectibles across leagues like the National Football League (NFL), Major League Baseball (MLB), and the National Basketball Association (NBA). The sports merchandiser caters to fans of all stripes, from die-hard supporters to casual enthusiasts. Beyond its online store, Fanatics operates as a manufacturer and even partners with major sports organizations, making it a one-stop shop for everything a sports fan could desire.

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