The FA Expands Fanatics Partnership

The Football Association (FA) and Fanatics have announced a long-term renewal and expansion to their wide-ranging retail, e-commerce and merchandising partnership, following Euro 2024 having broken records for England merchandise sales.

Under the terms of the expanded partnership, Fanatics will retain e-commerce rights with the FA and run the official online England Store, as well as powering on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium. Fanatics will now also act as the FA’s official partner in sourcing new licensees where required across all categories.

The deal was agreed upon following huge growth in England Men’s and Women’s merchandise sales across the official online England Store and the England Store at Wembley Stadium, since the partnership first began in 2018.

Jude Bellingham Shirt Printing, Fanatics

“We are delighted to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following significant growth across our retail and merchandising channels since the partnership began,” says James Gray, commercial director, the Football Association. “As a not-for-profit organization, this growth allows us to invest vital funds into developing every level of the game, from grassroots through to the professional game.

“This renewal reflects our continued commitment to our fans in providing them with the best possible experience, whether shopping online or in person, as well as world-class merchandise and the widest product assortment available anywhere, allowing fans to show their passion for the Three Lions and the Lionesses no matter where they are in the world.”

This deal further strengthens Fanatics’ growing reach across international football, with the business currently partnered with the FA, the French Football Federation, the German Football Federation, the Italian Football Federation, the Royal Belgian Football Association and the Argentine Football Association. 

“It is a pleasure and a privilege to expand our relationship with the FA and continue to serve fans of the Three Lions and Lionesses, two of the most iconic sides in world football,” says Stephen Dowling, international president, Fanatics. “Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the recent success of the Lionesses and we look forward to continuing to work closely with the FA to bring England fans around the world closer to their favorite players and the national teams.”