Scottish Premiership football club Hibernian has entered into a partnership with digital sports platform Fanatics, which will operate the team’s stadium store at Easter Road.
The agreement, which also covers event retail, will see Fanatics design, manufacture and distribute additional fan products. Fanatics will exclusively operate the Edinburgh club’s official online store as well as in-person retail.
Fanatics has committed “significant financial investment” towards fully refurbishing the club’s stadium shop, which will reopen 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,” said Murray Milligen, Hibernian’s head of commercial.
“We look forward to showing our fans the refreshed online and Easter Road stores, which utilise 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.”
Anna Mitchell, senior director of international business development at Fanatics, added: “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.”
Fanatics holds partnerships with a number of clubs around the world, including Chelsea, Paris Saint-Germain, Inter Milan, AC Milan, Aston Villa and Everton.
Earlier this year, Hibernian detailed plans to introduce safe standing at Easter Road for the 2024-25 season. A rail seating section will be added to the lower tier of the Famous Five Stand, with work taking place this summer.
