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Fanatics scores partnership growth with Everton

New long-term deal will see Premier League club adopt Fanatics’ v-commerce model.

Sports merchandise specialist Fanatics has extended its partnership with Everton FC.

The new long-term deal will see the club adopt Fanatics’ v-commerce model, reports SportIndustry.biz.

The vertical management model combines Fanatics’ retail technology platform with a supply chain and on-demand manufacturing. This allows for the broadest assortment of merchandise, responsive to the demands of supporters.

Fanatics will also continue to operate Everton’s retail outlets (including Everton One at Goodison Park, Everton Two in the city centre and the online store), while the deal also includes commitments for the club’s future stadium plans to move to Bramley-Moore Dock.

“Everton is a fantastic club and we’ve developed a deep relationship with them that has successfully led to this new, innovative retail partnership,” said Steve Davis, international president at Fanatics.

Sasha Ryazantsev, chief finance and commercial officer at Everton, added: “Thanks to this agreement, Fanatics will continue to deliver and grow Everton’s global retail operation regionally, nationally and internationally.

“Our fans can look forward to an even wider range of club merchandise, no matter where they are in the world. The deal also supports our longer term plans for our retail operation, including extensive work on planning for the move to Bramley-Moore Dock.”

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