Fanatics, DAZN Partner to Deliver Integrated Sports Fan Experience

Long-term partnership will see the two businesses co-develop a fan experience whereby DAZN customers can purchase Fanatics products and Fanatics customers can purchase DAZN products and services from their respective accounts.
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August 3, 2023

Fanatics x DAZN partnership
Fanatics x DAZN partnershipFanatics, DAZN

Global sports entertainment and live streaming business, DAZN Group, and licensed sports merchandiser,


, have announced a long-term strategic partnership. The vision will ensure an integrated e-commerce experience for DAZN customers.

From Q3, Fanatics will enable sports fans on DAZN’s platform to purchase a product range, including licensed team merchandise and sports apparel, directly through the DAZN app anywhere in the world. The second phase of integration, to be delivered within a year, will be a store more deeply embedded in the DAZN experience. Personalized moments within the DAZN journey will be tailored to the individual – linked to their user profile, favorite teams and players. 

Fanatics’ vast assortment and global and expanding footprint, including its recent acquisitions to establish a localized presence in Italy and Latin America, and a growing presence throughout Australia and Asia will ensure every DAZN customer, regardless of location, has access to the latest releases

and most relevant products.

“Fanatics is a world leader in licensed sports merchandise and has been on a phenomenal growth trajectory,” says Shay Segev, chief executive officer, DAZN Group. “DAZN is the perfect partner for them as they expand internationally; we are on a mission to build a single global destination platform for sports fans that removes friction and delivers everything they want in one place. Fanatics and DAZN share similar long-term goals, and this is a great beginning of a long-term partnership. Having an integrated online store where fans can buy their team’s official merchandise and sportswear is part of the overall fan experience – it’s an essential expression of support and fan culture to millions. This is a winning combination – Fanatics is a global leader in this space, and DAZN has a huge, engaged and growing audience of sports fans.”

“Like Fanatics, DAZN is committed to providing global sports fans with the best possible experience when they visit its platform, and this partnership will enable DAZN to expand its offering and make it even easier for fans to access their favorite team merchandise,” says Gary Gertzog, president, business affairs, Fanatics. “Finding new, innovative and improved ways to better serve sports fans is something we are constantly focused on and enabling DAZN to bring a fully integrated merchandise offering to its platform helps to do this, and we can’t wait to get started.”  

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