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AFL Partners with Fanatics to Enhance Shopping Experience

Australian Football League appoints Fanatics as an official partner of the AFL and AFLW and grants exclusive master license rights for official AFL supporter apparel and accessories.

License Global

March 6, 2023

2 Min Read
Zohar Ravid and Kylie Rogers
Zohar Ravid (l) and Kylie RogersFanatics

The Australian Football League (AFL) and Fanatics have announced an exclusive 10-year retail and merchandising partnership. The deal will offer AFL fans worldwide the most extensive assortment of officially-licensed AFL merchandise ever, including an extensive range of AFL and AFLW product such as replica football uniforms, training and lifestyle wear. 

As part of the partnership, Fanatics also has exclusive master license rights to manufacture, market and sell official AFL supporter apparel and accessories, including fan fashion apparel, knitwear and bags.  

Through the new partnership, AFL fans will access new designs and brands, including an exclusive AFL line from Mitchell and Ness. 

Throughout the partnership, AFL's official ecommerce and AFL-branded retail store rights will transition to Fanatics. The official AFL Online Store will utilize Fanatics' Cloud Commerce Platform (CCP). 

"Fanatics has partnered with a number of elite sporting codes across the world and the AFL is proud to be the first Australian sports league to partner with Fanatics, a global leader in licensed merchandise, to enhance the retail shopping experience for our fans over the next 10 years," says Kylie Rogers, executive general manager customer, commercial, AFL. "With access to Fanatics' unparalleled global partner network, infrastructure and unrivaled technology, we are looking forward to rolling out a fresh retail offering, both online and in-person, ensuring we continue to meet and exceed the demands of the AFL's loyal fanbase, no matter where they are or how they prefer to shop." 

"Australian fans are famously passionate about sport, and we believe that historically they have been underserved relative to other markets when it comes to the merchandise made available, the distribution of that merchandise, and the freshness of the product," says Matthew Primack, senior vice-president, business affairs, development, Fanatics. "We're excited and grateful for the opportunity with the AFL, and we are also very excited to see what we can do holistically across all sports in the region and beyond merchandise with the AFL. The Australian fans will have more access to more relevant products as we continue to grow our presence in this sport-mad country." 

 "This deal marks a pivotal moment in our exciting plans for sports fans across Australia and New Zealand," says Zohar Ravid, senior vice-president, head, global corporate development, Fanatics. "The AFL is one of the largest and most iconic names in Australia, as well as in global sport more widely, and we are immensely excited to begin what will be a hugely-beneficial partnership for all parties – most notably the AFL's passionate fanbase, who will enjoy major leaps forward in their shopping, merchandise and overall fan experience with the AFL for years to come."  

The partnership is Fanatics' first with an Australian sporting league. It follows a string of key hires made by the company across Australia and New Zealand, with Tyler Emsden brought in as director, business development and Thomas Rodger as licensing director, APAC. 

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License Global

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