to expand and enhance the shopping experience for its supporters.
The deal makes Fanatics the exclusive operator for Barnsley’s e-commerce store, in addition to operating on-site retail at Oakwell Stadium. The agreement also sees Fanatics acquire the club’s master license for all Barnsley FC-branded merchandise, with Fanatics manufacturing and distributing an expanded range of Barnsley-trademarked products.
Through this partnership, Barnsley will utilize Fanatics’ technology infrastructure and in-house manufacturing capability to create and distribute a broad assortment of merchandise to fans, which will grow considerably in the weeks leading up to the 23/24 football league season and beyond.
“As we continue to be innovative, efficient and focused on the needs of our loyal fanbase, we believe partnering with Fanatics is a win-win for all parties involved,” says Khaled El-Ahmad, chief executive officer, Barnsley
“We are excited to embark upon this new partnership with Barnsley FC,” says Chris Smith, director, business development, strategy and planning, Fanatics. “With the sporting and commercial potential to grow both on and off the field and a deeply loyal fanbase, we will enjoy partnering in the club’s successful future. Our experience, expertise and infrastructure – which continue to be honed and built upon by our work with many of the world’s top club and international sides – will provide Barnsley fans with an improved retail experience when shopping with the club, no matter which channels they may prefer to access club product, or where in the world they may be.”
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