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The Football Association (FA) has announced a significant renewal and expansion of its partnership with Fanatics, a leading global digital sports platform. This decision comes on the heels of unprecedented growth in merchandise sales, particularly following the success of Euro 2024, which set new records for England merchandise.

Under this expanded agreement, Fanatics will continue to hold eCommerce rights with the FA, operating the official online England Store. Additionally, Fanatics will manage on-site retail operations during England’s home games, domestic cup finals, and concerts at Wembley Stadium. The partnership now also includes a new role for Fanatics as the FA’s official partner in sourcing new licensees. This ensures that FA merchandise remains top-tier across all product categories.

The decision to renew and expand the partnership is fueled by the remarkable growth in sales of England Men’s and Women’s merchandise, both through the official online England Store and the Wembley Stadium store. Since the partnership's inception in 2018, Fanatics has overseen numerous milestone moments, including Euro 2024, which set new tournament records for England merchandise sales. The recent launch of the 2024 kit also shattered previous site records on its launch day.

James Gray, Commercial Director at the Football Association, expressed his enthusiasm for the renewed partnership, stating, “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.”

Gray also highlighted the FA's commitment to its fans, ensuring they have access to the best possible experience, whether shopping online or in person. He emphasized the importance of offering world-class merchandise and the widest product range available, allowing fans to express their passion for the Three Lions and the Lionesses, no matter where they are in the world.

The expanded partnership with the FA further solidifies Fanatics’ presence in international football. The company currently partners with several major football associations, including the French Football Federation (FFF), the German Football Federation (DFB), the Italian Football Federation (FIGC), the Royal Belgian Football Association (RBFA), and the Argentine Football Association (AFA). Additionally, Fanatics serves as the official licensing, eCommerce, and event retail partner for UEFA, having recently managed the online and event retail for Euro 2024.

Stephen Dowling, International President of Fanatics, expressed his excitement about the expanded partnership, stating, “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.”

This expanded partnership marks a new chapter in the FA's relationship with Fanatics, promising to deliver even greater experiences and products to England football fans worldwide.