The Royal Belgian Football Association (RBFA) has announced a long-term e-commerce and merchandising partnership with Fanatics to enhance the shopping experience for fans of the Belgium National Football Team.  

The deal, which lasts through UEFA EURO 2024 and the 2026 FIFA World Cup, makes Fanatics the exclusive operator for the official RBFA Online Store. Through the partnership, fans of the Belgian Red Devils and Red Flames will enjoy an expanded range of merchandise, including licensed men’s and women’s player shirts, training gear, gifts and accessories. 

The RBFA Online Store, which is now run and operated by Fanatics, gives RBFA access to Fanatics’ Cloud Commerce Platform.  

“Fanatics is known for creating best-in-class retail and merchandising experiences for fans of both club and international football, making it the perfect partner for us as we look to continually improve our offering to Belgium football fans, wherever they might be in the world,” says Bart Cobbaert, commercial manager, Royal Belgian Football Association. “We know that this partnership will prove extremely exciting for our fans, who will benefit from the wide-ranging product assortment and overall online retail experience on offer, both now and over the years to come.”  

“We are thrilled to announce this partnership with the RBFA, furthering our extensive experience across both international and club football,” says Matthew Primack, senior vice president, international business affairs and development, Fanatics. “Our expertise, unparalleled global infrastructure and technology platform means that fans of the Belgian national teams, no matter where they might be in the world, can look forward to a seamless retail experience, both online and on mobile, providing access to an extensive product assortment, and the innovation in retail for which we are known.”

The partnership adds to Fanatics’ football merchandising and retail portfolio, with the business officially partnered with the English FA, UEFA and several of the world’s leading soccer clubs. Earlier this month, Fanatics announced the extension to its partnership with the German Football Association (DFB).