The English Football Association (FA) has signed a new and expanded deal with sports merchandise provider Fanatics, which will power on-site retail during events at Wembley Stadium.
The deal will cover on-site retail during England home matches at Wembley, domestic cup finals, and concerts at the stadium. Fanatics will also retain ecommerce rights with the FA and run the official online England Store.
As part of the new agreement, Fanatics will also act as the FA’s official partner in sourcing new licensees where required. The new deal has been signed on the back of record-breaking merchandising sales during UEFA Euro 2024. Fanatics first partnered with the FA in 2018.
James Gray, commercial director at the FA, said: “We are delighted to have renewed our successful partnership with Fanatics, a global leader in sports merchandise, following significant growth across our retail and merchandising channels since the partnership began. As a not-for-profit organisation, this growth allows us to invest vital funds into developing every level of the game, from grassroots through to the professional game.
“This renewal reflects our continued commitment to our fans in providing them with the best possible experience, whether shopping online or in person, as well as world class merchandise and the widest product assortment available anywhere, allowing fans to show their passion for the Three Lions and the Lionesses no matter where they are in the world.”
Stephen Dowling, international president of Fanatics, added: “It is a pleasure and a privilege to expand our relationship with the FA and continue to serve fans of the Three Lions and Lionesses, two of the most iconic sides in world football.
“Fan optimism and belief around the England teams is at an all-time high coming off both the Euros this summer and the recent success of the Lionesses, and we look forward to continuing to work closely with the FA to bring England fans around the world closer to their favourite players and the national teams.”
Fanatics also has deals with the French, Italian, German, Belgian and Argentine football associations, and powered the online and event retail for Euro 2024. The company has deals with over 900 sports clubs, leagues and properties, including Formula 1, the International Olympic Committee, the NFL and the NBA.
Fanatics’ new deal with the FA has been signed as Wembley prepares to host five Taylor Swift concerts, starting from Thursday.
