Leeds United Football Club Partners with Fanatics

Leeds United has announced a new retail partnership with Fanatics, which will enhance the retail experience for Leeds fans in the city and worldwide.

The partnership will see Fanatics become the exclusive operator of the Leeds United online store and all official retail locations based across the city, including the flagship store at the club's Elland Road stadium. Fanatics will utilize its experience of working with more than 900 sports clubs and organizations globally to improve the shopping experience for Leeds fans, providing them with a seamless experience wherever and whenever they shop.

Along with being a distributor for Leeds United's adidas product, Fanatics will have the rights to manufacture a wide variety of fanwear and accessories, ensuring supporters have access to an assortment of high-quality Leeds United fan merchandise that will suit every taste and style, providing them with the broadest range of Leeds United merchandise ever made available.

The revamped online store, which will launch when the partnership begins in the summer of 2025, will utilize Fanatics' Cloud Commerce Platform, the same technology used by leading global sporting clubs, leagues and organizations around the world, such as Paris Saint-Germain, Juventus, Chelsea, UEFA, NFL, NBA, MLB, NHL and Formula One.

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"Our fans, both in Leeds and around the world, are the lifeblood of the club and at the center of everything we do," says Morrie Eisenberg, chief operating officer, Leeds United. "We are therefore extremely excited to partner with Fanatics – a world leader in this field, with unparalleled global reach and experience in delighting fans.

"This partnership will offer our fans a number of benefits, including better access to a wider range of products, enhanced online and in-person retail facilities and new, exciting Leeds products available for fans both shopping in our stores locally and at the click of a button from wherever they are in the world."

"Leeds United are an iconic football club, known worldwide, with a rich history of success and a passionate fanbase," says Stephen Dowling, international president, Fanatics. "We will work tirelessly to ensure that Leeds United fans are given the highest standard of service, the best products and the widest choice, whatever they buy and wherever they are. We are excited to start working with the club and cannot wait to begin serving Leeds fans from next season."

Fanatics, which has office and manufacturing facilities in more than 80 different locations worldwide, will serve Leeds fans from its new 185,000 square-foot state-of-the-art distribution facility in the North of England, which currently ships to sports fans across more than 180 countries globally.

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"Growing up in Leeds, I know just how passionate Leeds United fans are and how important the club is to the city," says Chris Smith, senior director of business development, Fanatics. "I'm proud and excited that we are partnering with this unique club, bringing fresh ideas and enhancing the retail experience for Leeds United fans here in Leeds and across the world."