Fanatics and Sky Sports, a European sports broadcaster, have announced a partnership to launch an online sports merchandise shop available to sports fans across the U.K., Ireland, Germany, Austria, Switzerland and Italy, powered by Fanatics.

The shop will provide fans access to Fanatics’ range of licensed products from over 900 sporting organizations such as Premier League football, Formula One, NFL, NBA, cricket and more. Fans will be able to purchase products via Shop.skysports.com.

Fans can purchase licensed sports merchandise directly from Sky Sports-owned and operated channels through the online store. Fanatics can also create Sky Sports-branded products in the future as part of the deal.

“We’re proud to be able to announce this new e-commerce platform as part of our digital ecosystem, as Sky Sports continues to drive innovations that deliver the best possible experience for sports fans,” says Yath Gangakumaran, commercial director, Sky Sports. “Fanatics is an established global leader in this space and as partners, our combined expertise will enable us to deliver an industry-leading and seamless experience.”

“Fanatics is proud to partner with Sky Sports and to enable Sky Sports’ entrance into the licensed sports merchandise market,” says Matthew Primack, senior vice president, international business affairs and development, Fanatics. “This launch marks a significant milestone for Sky, Fanatics and sports fans more widely because it will close the gap between fans watching sports and wanting to gain access to products through which they can demonstrate their allegiance to their favorite team kits and colors, in the moment.

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“Over the years, Sky Sports has built a global reputation as an industry leader in sports broadcasting, always willing to innovate and push the envelope to improve the experience for fans across a wide range of sports – values that align closely with our own. This exciting partnership brings our collective expertise together to provide an enhanced experience for sports fans across the U.K., Germany and Italy by offering access to one of the widest ranges of licensed sports merchandise available anywhere.”