Sunderland AFC Partners with Fanatics

Fanatics will become the club’s new retail partner until 2034.

License Global

May 1, 2024

2 Min Read
SAFC x Fanatics Partnership Announcement
SAFC x Fanatics Partnership AnnouncementFanatics

Sunderland AFC has announced a long-term partnership with Fanatics that will see Fanatics become the club’s retail partner until 2034.

The partnership will enhance the shopping experience for Sunderland fans, with Fanatics becoming the exclusive operator for the club’s online and stadium store. This will include significant investment in a new retail store at the Stadium of Light, which will be located at Black Cat House, forming part of the club’s plans to redefine fans’ experience across its retail, servicing and ticketing operations.

Fanatics has extensive experience operating retail sites, with a network of more than 2,000 retail locations globally, including in-venue locations in the U.K. such as The FA Store at Wembley Stadium, the England Rugby Store at Twickenham and Premier League and Championship stores.

The new SAFC online store, which will launch this June, will also be redesigned on Fanatics’ Cloud Commerce Platform, which is used by many of the biggest sports organizations in the world.

In addition, Fanatics will ensure SAFC fans have access to the widest assortment of high-quality merchandise ever made available on the store, including extensive product ranges for young supporters and women.

“We are committed to raising the game for our fans and providing them with a best-in-class service and that is why we are delighted to welcome Fanatics, a company that is renowned as the best at what they do in world sports,” says David Bruce, chief brand and commercial officer, Sunderland AFC. “With Fanatics set to bring their exceptional and unrivaled levels of servicing to Wearside, we cannot wait for our fans to see the new store, both online and at the Stadium of Light, this summer.”

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“Sunderland is one of the biggest football clubs in the U.K. and is renowned for its loyal and passionate fanbase, so we are honored and excited to partner with the club over the next 10 years,” says Stephen Dowling, president, Fanatics International. “Sunderland fans deserve the best and we’re committed to bringing them great products, the highest standards of service and the widest choice of merchandise they’ve ever had access to, providing them with a world-class retail experience no matter where they are based in the world.”

“We’re looking forward to working with the club to create the new retail store in such a prominent location next to the stadium and our learnings across football clubs and stadiums globally will help shape a space that all fans will be excited to visit,” says Anna Mitchell, senior director, business development, U.K. teams and sports, Fanatics. “Our experience with football clubs across the world is that each one is unique, and with the club we’ll help to create bespoke product ranges, making sure that there is good availability and choice for all fans. Having worked for a football club, I understand how important it is to provide every fan, who wears club colors with such pride, with a great experience when they shop.” 

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