Millwall Football Club announced that it has a long-term multichannel retail partnership with Fanatics.  

Under the terms of the deal, Fanatics has become the exclusive operator for both Millwall’s online store, and the official Millwall FC store on-site at their home ground, The Den. The deal also sees Fanatics acquire the rights to sell officially licensed Millwall FC merchandise across its own network of sites, including fanatics.co.uk and kitbag.co.uk, as well as selected retail partners.  

With this partnership, Fanatics has also gained the rights to manufacture a wide variety of Millwall F.C. fan apparel and accessories, ensuring fans of The Lions have access to the widest assortment of high-quality Millwall fan merchandise available. 

The revamped online Millwall Lions Store, which launches June 1, means that Millwall FC fans will have access to Fanatics’ industry-leading Cloud Commerce Platform.  

“We are delighted to confirm our partnership with Fanatics as we continue working tirelessly to enhance what we offer to our passionate and dedicated fans,” says Steve Kavanagh, chief executive, Millwall. “Given Fanatics’ extensive football credentials and experience in creating world-class retail experiences, both online and in-person, they are the perfect partner to help take our retail and merchandising offering to the next level.”  

Related:French Football Federation Signs Long-Term Omnichannel Retail Partnership with Fanatics

“Millwall FC fans are well-known for their passion and dedication to their team,” says Anna Mitchell, director, business development, U.K. teams and sports, Fanatics. “We are therefore excited to partner with the club, utilizing its knowledge of the Millwall fanbase to help offer supporters a first-class shopping experience, which has been refined and shaped by our work with many of the world’s biggest football and sports teams.  

“We look forward to leveraging our experience, world-leading technology and global infrastructure to better enable Millwall fans to show their passion and pride for their club, whether they choose to shop online or in person at The Den.”