Fanatics builds on merchandising stature with Uefa deal for Euro 2020 onwards
Uefa, European soccer’s governing body, has clinched a long-term deal with Fanatics, the online sports apparel retailer, which will entail providing licensed sports merchandise for the 2020 European Championships.
The partnership, announced today, makes Fanatics the official fan shop for all Uefa national teams events, including Euro 2020, to be held in 12 countries across the continent, the Nations League Finals, the European Under-21 Championship, the European Futsal Championship and the Women’s Euro 2021, to be hosted by England.
Building on its experience of overseeing retail technology platforms, supply chains and manufacturing processes, and working with various leading soccer associations and clubs, Fanatics will put in place a system to design, produce and distribute stock to fans across Europe during Euro 2020 so they can access a wide range of products as the tournament progresses.
Guy-Laurent Epstein, Uefa marketing director, said: "We are excited about the opportunity to work with Fanatics, a company that is known for its innovation within the field of sports merchandising. We believe that this partnership will continue to enhance the experience for fans attending our national team football events."
Steve Davis, the international president of Fanatics, added: "For the first time, Uefa Euro will be played across 12 nations simultaneously, meaning the operation of the tournament is incredibly complex. Fanatics' capabilities across the region, our experience at running tournament merchandise at major events and our partnerships with brands and footballing bodies mean we are the perfect partner for Uefa.
"I am delighted that Uefa has chosen to work with Fanatics and become the latest innovative and forward-thinking organisation to adopt our vertical commerce model, in what promises to be an incredibly busy and successful period for their organisation."
Euro 2020 runs from 12 June to 12 July and will involve 24 teams and 51 matches, culminating with the semi-finals and final at Wembley Stadium in London.
Fanatics originates from USA but has built up relationships with various prominent European associations and clubs, including Germany’s DFB, England’s Football Association, Manchester City, Manchester United, Real Madrid, Chelsea, Paris Saint-Germain, Bayern Munich and Borussia Dortmund.
On the other side of the Atlantic it retails apparel and other merchandise of teams in MLB, the NBA, NFL, NHL and MLS.