Fanatics Buys U.K. Sports E-Tailer

Sports e-retailer Fanatics has acquired Kitbag, a U.K.-based sports e-commerce company and wholly owned subsidiary of Findel for an undisclosed amount.

April 6, 2018

Kitbag will broaden Fanatics' licensed merch biz with brands like Man U and Forumla 1.

Sports e-retailer Fanatics has acquired Kitbag, a U.K.-based sports e-commerce company and wholly owned subsidiary of Findel for an undisclosed amount.

With the acquisition, Fanatics aims to grow its licensed sports merchandise business both in soccer and across all sports globally.

Kitbag runs its own site (Kitbag.com) and also operates the online and retail business for more than 25 partners across European soccer, motorsports, rugby, tennis and golf including Manchester United, Real Madrid, Manchester City, Chelsea, Everton, Leicester Tigers, Borussia Dortmund, French Open at Roland Garros, Wimbledon and Formula 1.

Kitbag also operates the e-commerce businesses for the NFL, NBA and NHL in Europe, which is synergistic with Fanatics' long-term partnerships with all major North America sports leagues. Kitbag also adds to Fanatics' leadership in the world of event and in-venue retail, bringing their expertise to leading sports venues including Manchester City and Everton, and events such as

the Ryder Cup and the Solheim Cup.

"We could not be more excited to work with the Kitbag team to build upon their multi-channel capabilities, expertise in soccer and strong portfolio of partners to accelerate both our U.S. and international growth," says Doug Mack, chief executive officer, Fanatics. "Fanatics and Kitbag are a nearly perfect complement, creating a complete platform for sports fans, leagues, teams and manufacturers globally, which will grow the licensed sports industry."