Hibernian FC To Partner with Fanatics

The collaboration aims to elevate the fan experience.

License Global

June 14, 2024

2 Min Read
Easter Road, Hibernian's home stadium.
Easter Road, Hibernian's home stadium.Hibernian FC

Hibernian FC has announced a new omnichannel retail and merchandising partnership with Fanatics, a leading global digital sports platform, to transform the fan experience for Hibs fans in Scotland and worldwide. 

The long-term partnership sees Fanatics become the exclusive operator for Hibernian FC’s official online store, while also operating the Club’s stadium store at Easter Road and event retail. As part of the deal, Fanatics will also design, manufacture and distribute additional Hibs fan product, ensuring supporters will have access to an extensive assortment of club merchandise including officially licensed replica kits, training and lifestyle wear.  

The online Hibernian Direct store has been re-built from the ground up on Fanatics’ industry-leading Cloud Commerce Platform (CCP), which is used and trusted by many of the largest football organizations. Fanatics is also committing significant financial investment towards fully refurbishing the Hibernian FC stadium shop, which will re-open for fans in late June.  

“We are committed to delivering a first-class retail experience to our supporters, so partnering with Fanatics – a world leader in sport – was the natural next step for us,” says Murray Milligen, head, commercial, Hibernian FC. “We look forward to showing our fans the refreshed online and Easter Road stores, which utilize Fanatics’ global capabilities and vast experience across sport.This partnership is a ground-breaking one for Hibs and will have a hugely beneficial impact on our supporters.” 

This partnership adds to Fanatics’ growing portfolio across European football, with the business having most recently partnered with Sunderland AFC to operate the Club’s online and stadium stores. Fanatics also partners with many of the largest football clubs and international federations in the world, including Chelsea, Paris Saint-Germain, The FA, UEFA, the Argentine Football Association, the French Football Federation, the DFB, the Royal Belgian Football Association, Inter Milan, AC Milan, Aston Villa and Everton. 

 “We are delighted to partner with Hibernian FC, which has a rich and storied history in Scottish football,” says Anna Mitchell, senior director, international business development, Fanatics. “We are committed to delivering for fans, no matter where they are in the world or how they may prefer to shop and look forward to providing Hibs fans with the very best experience, shaped by our learnings drawn from across many of the biggest and best clubs in football.” 

Read more about:


About the Author(s)

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.

Subscribe for updates directly into your inbox.




Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like