Fanatics extends UEFA retail agreement to e-commerce and licensed products

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

The new partnership is an extension of an existing event retail agreement covering both men's and women's games, and will see Fanatics secure e-commerce rights and the right to design and make unbranded clothes.

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

UEFA said: "Fanatics will exclusively operate the e-commerce business for UEFA national team competitions and become the master licensee of its entire merchandise portfolio, with UEFA leveraging the Fanatics vertical business model."

Guy-Laurent Epstein, UEFA Marketing Director, said: "Our national team competitions for men's and women's football are among the most watched sporting events around the world and together we look forward to 'offering fans a wide range of merchandise so the memories of these great tournaments will stay with them for years to come.'

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

“Fanatics is poised to provide UEFA with its first fully integrated e-commerce, event retail and licensing program and deliver a world-class integrated experience for fans, whether they choose to buy online, at an event or on a retail store,” said Matthew Primack, senior vice president of international business development at Fanatics.

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