Sports apparel retailer Fanatics has expanded its partnership with the Football Association (FA) after England merchandise sales peaked during the Euros.
The move will see the digital sporting platform hold onto its ecommerce rights, run the official online England Store, and power on-site retail during England home games, domestic cup finals and concerts at Wembley Stadium.
The retailer is also set to act as the FA’s official partner in sourcing new licensees, which it said would ensure its “merchandise remains best-in-class across all categories”.
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Fanatics said the Euros had been a record-breaking tournament for its England merchandise revenues, with the team’s 2024 kit roll out having “shattered site records on launch day”.
Fanatics international president Stephen Dowling said: “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.”
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