ICC and Fanatics Announce New Omnichannel Partnership

Agreement will see Fanatics operate the official ICC Global online store for all events and manage event retail including upcoming international tournaments.
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September 16, 2022

The International Cricket Council (ICC) and


have announced a new partnership that will see the ICC take advantage of Fanatics’ global footprint and technology to better serve cricket fans across the world.

The agreement will see Fanatics operate the official ICC Global online store for all events and manage event retail including the upcoming ICC Men’s T20 World Cup in Australia, the ICC Women’s T20 World Cup 2023 and the ICC World Test Championship Final 2023. As part of the new deal, Fanatics will also be able to manufacture officially licensed ICC product utilizing Fanatics’ vertical commerce model, widespread global manufacturing and distribution capabilities. This will give cricket fans access to a significantly expanded assortment of licensed ICC merchandise wherever they are based in the world.

Fanatics x ICC Partnership

“We are delighted to welcome Fanatics to the ICC family. This partnership will be key in helping us take the cricket fan experience to the next level,” says ICC chief commercial officer,

Anurag Dahiya. “The ICC's licensing & merchandise program aims to supplement cricket’s global strategy to reach more fans, through more channels, with more products from a wide range of fan merchandise – from apparel, accessories and headwear to official replica jerseys of the fans’ beloved teams. We look forward to extending our licensing presence to not only event host nations but all countries with passionate cricket-loving fans.”

The new online store for the ICC, which will open this month, will be powered by Fanatics’ industry leading Cloud Commerce Platform (CCP) with the tech rich experience providing cricket fans with a rapid streamlined navigation, featuring hi-resolution displays, frictionless checkout and expanded payment options. 

“I am delighted that the ICC has chosen Fanatics to help it deliver a better retail experience to its millions of fans across the globe,” says Matthew Primack, senior vice-president of international business development at Fanatics. “Cricket fans are incredibly passionate about the sport and I am sure that they will be impressed with the retail experience and range of merchandise that will be available to them over the coming years.”  

Fanatics will be showcasing the ICC licensing opportunity at

Brand Licensing Europe

at ExCel London, which takes place at ExCeL from 20-22 Sept.

Visitors can register for free, here

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