The NFL, Nike and Fanatics have announced a new global partnership that gives Fanatics exclusive consumer product licensing rights to manufacture and distribute all Nike NFL adult products worldwide.

The new global deal enhances the original U.S. deal signed in 2018. The three-way partnership showcases a new model for licensed sports merchandise that splits responsibilities between Nike (outfitting the players and coaches) and Fanatics (outfitting the fans).

"We’re excited to expand our relationship with Nike and Fanatics, and with it, a cutting-edge model for licensed merchandise to benefit fans and retailers around the world," says Damani Leech, chief operating officer, International, NFL. "Now our growing fanbase in cities such as London and Shanghai will have the same quick access to the widest selection of the latest merchandise as their counterparts here in the United States.”

As previously announced, Nike will remain the exclusive on-field supplier for uniforms, base layer and sideline apparel for all 32 NFL teams, with the exception of headwear, while Fanatics will manufacture and distribute all Nike NFL merchandise sold at retail.

“This innovative partnership with the NFL and Nike is based on the premise that all three organizations are committed to providing fans with the best possible experience, quality and choice of officially licensed merchandise,” adds Steve Davis, president, Fanatics International. “This expanded global deal, coupled with our vertical commerce model, will allow us to reach more fans and retailers across the globe than ever before, with a greater assortment of merchandise, which is consistently stocked and replenished.”

Fanatics partners with more than 300 sporting organizations around the world including the FA, NBA, MLB, NHL, MLS, Real Madrid, Fukuoka SoftBank Hawks, Manchester City, Manchester United and The European Tour.