German Football Association Expands Fanatics Partnership

The extended partnership will see Fanatics retain exclusive global e-commerce rights with the DFB and run the official DFB Fanshop.
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License Global

March 7, 2023

Deutsche Fußball Liga (DFB) logo
Deutsche Fußball Liga logoDFB

The Deutsche Fußball Liga (DFB) and


have announced long-term extension to their existing omnichannel retail partnership, which will widen Fanatics’ existing remit with the organization.  

The expanded and extended partnership, encompassing both UEFA Euro 2024 in Germany and the 2026 FIFA World Cup, will see Fanatics retain exclusive global eCommerce rights with the DFB and run the official DFB Fanshop as well as running DFB on-site retail during home games and DFB cup finals. 

In addition, building upon the previous arrangement, Fanatics now has the rights to manufacture, distribute and, where desirable, license to third parties an expanded range of DFB-branded fan merchandise across a broad range of product categories, such as headwear, retro fanwear, hard goods, homeware, consumer electronics, stationary and more. 

The expanded partnership was agreed following strong commercial results for the DFB across its retail channels in 2022, including record-breaking demand for DFB merchandise.

On Nov. 27, Fanatics confirmed its most popular day ever for DFB merchandise across its network, beating its previous daily record by 77%. 

Under the terms of the partnership, the DFB leverages Fanatics’ vertical commerce model which combines a technology platform with an agile supply chain and on-demand manufacturing to create the broadest and most responsive assortment of high-quality merchandise for fans. In the fast changing and often unpredictable world of sport, this model empowers organizations such as the DFB to tailor their retail offering to the latest results and on-pitch action.   

This flexibility was integral during the 2022 FIFA Men’s World Cup, where the DFB was able to service a major unexpected spike in demand for personalized merchandise following the scoring success of Germany forward Niclas Füllkrug, who sold the most German shirts on the official online DFB-Fanshop throughout November. In the hour following Füllkrug’s equalizer against Spain, the German number nine also sold 90% more shirts than all other 25 players in the German squad combined. 

"We are very pleased to extend and expand our successful partnership with Fanatics, and to leverage their global partner network to jointly offer an even wider range of merchandise products to our fans in the DFB Fan Shop and in retail," says Dr. Holger Blask, managing director, marketing, sales & events, DFB GmbH & Co.KG. "Together with Fanatics, we will continuously work to further improve the service for our fans." 

“We are thrilled to confirm this renewal of our deep and trusted relationship with the DFB, to double down on our ongoing commitment to both the DFB and our growing presence in Germany more widely, says Matthew Primack, senior vice-president, international business affairs & development, Fanatics. “Over the coming years, our ambition is to continue to work closely with the DFB to enhance and enlarge their brand at retail and within consumer product segments, to go above and beyond our current remit of operating retail and merchandise channels, to drive ever-greater success for the organization and to reach German fans everywhere.”  

Earlier this week, License Global reported how

Australian Football League had appointed Fanatics as an official partner of the AFL and AFLW

and granted exclusive master license rights for official AFL supporter apparel and accessories. 

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