Fanatics expands UEFA retail deal into e-commerce and licensed product

September 20 – UEFA has agreed an expanded e-commerce, event retail and licensing deal with Fanatics for the confederation’s national team football competitions. No value was given for the agreement which was described as “long term”.

The new partnership is an extension of an existing event retail deal covering both the men’s and women’s games, and will see Fanatics gain e-commerce rights and the right to design and manufacture unbranded apparel.

Fanatics will continue to operate event retail at UEFA’s major international events, including Euro 2024, Women’s Euro 2025 and Euro 2028.

UEFA said: “Fanatics will exclusively operate the e-commerce business for UEFA’s national team competitions and will become the master licensee for its full merchandise portfolio with UEFA taking advantage of Fanatics’ vertical commerce model.”

Guy-Laurent Epstein, UEFA marketing director said: “Our national team competitions for both the men’s and women’s game are some of the most followed sporting events across the globe and together, we are looking forward to offering fans an extensive range of merchandise so that the memories of these great tournaments remain with them for years to come.”

Fanatics will create products or license the rights to manufacture and distribute an expanded, real-time selection of UEFA branded products.

Fanatics is poised to provide UEFA with its first fully integrated e-commerce, event retail and licensed programme, and service a truly world class integrated experience for fans, regardless of whether they choose to shop online, at an event or at a retail store,” said Matthew Primack, senior vice-president of international business development at Fanatics.

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