The Football Association (FA) has announced a expansion of its partnership with the global sports merchandise giant, Fanatics.
The extended agreement has solidified Fanatics’ role as the exclusive operator of the official England online store and on-site retail at Wembley Stadium.
The partnership also sees Fanatics take on additional responsibilities as the FA’s official partner in sourcing new licensees and expanding the range of England merchandise available to fans. This comes after record-breaking sales during the recent UEFA Euro 2024 tournament, highlighting the soaring demand for official England products.
Commenting on the occasion, James Gray, Commercial Director at the FA, said, “We are delighted to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following significant growth across our retail and merchandising channels since the partnership began. As a not-for-profit organisation, this growth allows us to invest vital funds into developing every level of the game, from the grassroots through to the professional game.
“This renewal reflects our continued commitment to our fans in providing them with the best possible experience, whether shopping online or in person, as well as world-class merchandise and the widest product assortment available anywhere, allowing fans to show their passion for the Three Lions and the Lionesses no matter where they are in the world.”
Stephen Dowling, International President of Fanatics, added, “It is a pleasure and a privilege to expand our relationship with the FA and continue to serve fans of the Three Lions and Lionesses, two of the most iconic sides in world football.
“Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the recent success of the Lionesses, and we look forward to continuing to work closely with the FA to bring England fans around the world closer to their favourite players and the national teams.”
The extended partnership is expected to further enhance the fan experience, offering a wider range of high-quality England merchandise both online and in-store.
Fanatics is a global leader in the sports merchandise industry, partnering with over 900 leading sporting organizations, teams, and leagues worldwide. The company’s portfolio includes Baltimore Ravens, the Premier League (PL), the Laver Cup, Hibernian Football Club and more.
Founded in 1863, the Football Association is the governing body of football in England. It oversees both amateur and professional football, runs competitions such as the FA Cup, and manages the England national football teams. The FA is a key member of FIFA and UEFA.