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British and Irish Lions confirms Fanatics partnership

Licensed sports merchandise company will offer widest-ranging selection ever of products.

With the countdown on to the 2021 tour of South Africa, the British & Irish Lions has secured a new ecommerce and manufacturing deal with licensed sports merchandise company, Fanatics.

The new partnership is promising supporters a new range of fanwear, plus the most comprehensive array of merchandise ever offered for a Lions tour.

As part of the deal, Fanatics – which also runs England Rugby’s retail and online stores – has agreed exclusive global ecommerce rights with the Lions and will use its vertical commerce model to design, manufacture and distribute a wide range of official Lions merchandise.

The range will be available at the new official online Lions store.

“We are excited to be able to offer Lions supporters an extensive range of new products that they can wear with pride when supporting the team,” said Ben Calveley, md of the British & Irish Lions. “The new store will become the online destination to purchase Lions merchandise including the new replica shirt, as well as other Canterbury apparel and Hackett products when they come on the market later this year.”

Zohar Ravid, international general manager at Fanatics, added: “In partnering with Fanatics, the Lions will gain access to cutting edge e-commerce systems and industry leading technology.

“This will provide rapid navigation for fans across online and mobile sites meaning larger, hi-resolution product displays, frictionless checkout, faster website performance and the quickest access to new product offerings.”

As well as England Rugby, Fanatics also works with F1, the Ryder Cup, NFL, NBA, MLB, NHL and football teams including Manchester United, Chelsea, Manchester City, Bayern Munich and Paris Saint-Germain.

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