Barnsley FC has announced a long-term omnichannel retail partnership with Fanatics 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 FC. “Fanatics has a growing reputation across the football pyramid for facilitating excellent retail experiences both in-person and online, making them the perfect partner for us as we look to enhance what we offer to our fans. We are extremely excited by this partnership and know that our supporters will benefit tremendously from the overall retail experience on offer in the months and years to come.”

“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.”

Fanatics has also partnered with Manchester United, Chelsea, Everton, Aston Villa, Paris Saint-Germain, Atletico Madrid, A.C. Milan, Inter Milan, Juventus, Reading, Derby County, The FA, UEFA, French Football Federation, NFL, NBA and Formula One.