Fanatics scores first Australian club partnership with Essendon Football Club

Essendon Football Club – one of Australia’s oldest and most successful sports clubs – has inked an exclusive long-term ecommerce partnership with Fanatics to enhance the fan experience for Bombers fans worldwide.

The deal – which includes opening a fully refreshed online store – will offer Essendon fans a full assortment of officially licensed Bombers merchandise including guernseys, training wear, headwear, fan apparel, official Essendon member apparel and accessories.

The Bomber Shop – which is now live – will utilise Fanatics’ Cloud Commerce Platform (CCP), providing Bombers fans with a best-in-class shopping experience, whether shopping online or via mobile, featuring hi-resolution product displays, frictionless checkout, multiple language options and the quickest access to new product offerings.

The partnership, which is Fanatics’ first ever with an AFL team, further builds on the company’s landmark league deal with the AFL, which was announced earlier this year and will offer fans of Australian rules football worldwide among the largest assortment of officially licensed AFL merchandise ever made available.

“Fanatics has a truly global reach and partner network, which will allow us to reach our fans no matter where they might be in the world and take our fan experience to the next level,” commented Ryan Larkin, chief marketing and communications officer at Essendon Football Club. “We are excited to work closely alongside the team at Fanatics, offering a wide assortment of merchandise and utilising Fanatics’ extensive industry expertise, to better serve Bomber fans.”

Tyler Emsden, director of business development, Australia & New Zealand at Fanatics, added: “We are thrilled to be working alongside the team at Essendon Football Club to offer the very best ecommerce experience for their loyal and passionate fans. We look forward to helping Essendon forge closer links with fans across the globe, helping them to showcase their pride through our industry-leading range of licensed merchandise.”

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