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Fanatics scores with The FA

Five-year deal will extend range of merchandise available to England fans.

Licensed sports merchandise specialist Fanatics has scored a major partnership with The FA.

The five-year deal – which began in December 2018 – will extend the range of merchandise available to England fans.

It will also enhance the international availability of products, reports SportIndustry.biz.

The agreement covers official merchandise and partner products across a range of categories. In addition, Fanatics will also operate the official online England store and run all physical retail sites at Wembley Stadium.

Using Fanatics’ ‘vertical commerce’ model, The FA will have the flexibility to align and tailor its retail offering in line with on pitch action and results.

“As the global leader in sports retail and licensed merchandise, Fanatics will transform The FA’s ability to service the shopping demands of England fans all over the world,” said Dan Kiddle, head of partnerships at The FA. “With access to an unrivalled suite of e-commerce technology and world-class pedigree in delivery to match, we are very excited by our partnership with Fanatics and look forward to rolling out a much-improved retail offering.”

Steve Davis, international president of Fanatics, added: “We are determined to help fans feel closer to the team than ever before by improving the offering available to England supporters, including a wide range of merchandise that will be easy for fans to access, be that through the online store, through retail sites at Wembley or on the high street.”

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