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Essendon Football Club appoints Fanatics as official merchandise partner, with long-term deal marking Fanatics’ first partnership with an AFL team.

License Global

December 7, 2023

2 Min Read
Fanatics x Essendon Football Club
Fanatics x Essendon Football ClubFanatics

Essendon Football Club (EFC), one of Australia’s oldest and most successful sports clubs, have signed an exclusive long-term e-commerce partnership with Fanatics to enhance the fan experience for Bombers fans worldwide.

The deal, which includes opening a fully refreshed online store, will offer Essendon fans a full assortment of officially licensed Bombers merchandise, including guernseys, training wear, headwear, fan apparel, official Essendon member apparel and accessories.

The Bomber Shop, which is now live, will utilise Fanatics’ Cloud Commerce Platform (CCP), providing“Bombers fans with a best-in-class shopping experience, whether shopping online or via mobile, featuring hi-resolution product displays, frictionless checkout, multiple language options and the quickest access to new product offerings.

This partnership, Fanatics’ first with an AFL team, builds upon Fanatics’ league deal with the AFL, which was announced earlier this year and will offer fans of Australian rules football worldwide amongst the largest assortment of officially licensed AFL merchandise ever made available.

“Fanatics has a truly global reach and partner network, which will allow us to reach our fans no matter where they might be in the world and take our fan experience to the next level,” says Ryan Larkin, chief marketing and communications officer, Essendon Football Club. “We are excited to work closely alongside the team at Fanatics, offering a wide assortment of merchandise and utilising Fanatics’ extensive industry expertise, to better serve ‘Bomber’ fans.”

Related:Kitted Out with Fanatics

“We are thrilled to be working alongside the team at Essendon Football Club to offer the very best e-commerce experience for their loyal and passionate fans,” says Tyler Emsden, director, business development, Australia and New Zealand, Fanatics. “We look forward to helping Essendon forge closer links with fans across the globe, helping them to showcase their pride through our industry-leading range of licensed merchandise.”

Watch: Younes Layati chats with License Global about the brand’s digital sports platform and how it enhances the overall fan experience ...

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License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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