The English Football club, Leeds United have unveiled a long-term strategic partnership with Fanatics, a leading global digital sports platform, aimed at enhancing fan engagement and expanding merchandise accessibility.
This collaboration has positioned Fanatics as the exclusive operator of Leeds United’s online and in-store retail, including the flagship Elland Road store, and will significantly upgrade the shopping experience for fans worldwide.
🤝 #LUFC announce partnership with @Fanatics to enhance retail experience for fans
— Leeds United (@LUFC) November 12, 2024
The partnership brings Leeds United’s merchandise operations onto Fanatics’ advanced Cloud Commerce Platform, promising fans a seamless, immersive online experience. Fans can look forward to an expanded range of high-quality, official merchandise, available both in-store and online, creating a more convenient and inclusive way to support their team.
Morrie Eisenberg, Chief Operating Officer at Leeds United, shared his enthusiasm about the partnership and said, “Our fans, both in Leeds and around the world, are the lifeblood of the club and at the centre of everything we do. We are therefore extremely excited to partner with Fanatics – a world leader in this field, with unparalleled global reach and experience in delighting fans.
“This partnership will offer our fans a number of benefits, including better access to a wider range of products, enhanced online and in-person retail facilities and new, exciting Leeds products available for fans both shopping in our stores locally, and at the click of a button from wherever they are in the world.”
Stephen Dowling, International President at Fanatics, added, “Leeds United are an iconic football club, known worldwide, with a rich history of success and a passionate fanbase. We will work tirelessly to ensure that Leeds United fans are given the highest standard of service, the best products and the widest choice, whatever they buy and wherever they are. We are excited to start working with the club and cannot wait to begin serving Leeds fans from next season.”
Chris Smith, Senior Director of Business Development at Fanatics, continued, “Growing up in Leeds I know just how passionate Leeds United fans are and how important the club is to the city. I’m proud and excited that we are partnering with this unique club, bringing fresh ideas and enhancing the retail experience for Leeds United fans here in Leeds and across the world.”
As part of the partnership, Fanatics will not only oversee the distribution of Leeds United’s adidas products but will also have rights to produce a range of fanwear and accessories. The flagship Elland Road store will undergo significant upgrades, transforming into a premier retail destination, while other retail locations across Leeds will also be modernised to provide a top-tier shopping experience for fans.
The Leeds United-Fanatics alliance adds another esteemed organisation to Fanatics’ roster, which includes major global leagues and sports teams like the National Hockey League (NHL), the Football Association (FA), the Premier League, the Lever Cup, the UFC, and Juventus FC. This partnership underscores Leeds United’s commitment to growth, joining forces with industry leaders to foster a stronger fan community and a more dynamic retail experience.
Leeds United have also strengthened their commercial portfolio by partnering with brands like Flamingo Land and Red Bull. As the club continues to build its commercial strength, the team is making a strong impression in the EFL Championship, currently positioned third with a solid record. The club will face Swansea City AFC after the ongoing international break, with high hopes of advancing toward promotion.
This collaboration with Fanatics marks a new era for Leeds United, as the club looks to elevate its fan engagement strategy, enhance merchandise offerings, and cater to the passion and loyalty of its global fanbase.