European football governing body UEFA has confirmed a long-term e-commerce, event retail and licensing agreement with the licensed sporting goods supplier and global Fanatics digital sports.

According to a statement, the agreement, which covers both men’s and women’s football, “is an extension of the previous event retail partnership and will now see US-based Fanatics obtain the e-commerce rights and the right to design and manufacture unbranded clothing”.

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

The long-term partnership means that it will create products or license the rights to manufacture and distribute a significantly expanded, real-time selection of UEFA-branded products.

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

Guy-Laurent Epstein, UEFA Marketing Director, said: “We are thrilled and excited to have entered into this long-term partnership with Fanatics, who are a market leader in their field.

“Our national team competitions for both men’s and women’s play are among the most watched sporting events across the world and together we look forward to providing fans with a wide range of merchandise so that the memories of these great tournaments will live on. with them for years to come.”

Matthew Primack, Senior Vice President of International Business Development at Fanatics, added: “UEFA is one of the most respected brands in world sport and we are proud to have been chosen to provide their retail and merchandise solutions.

“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, whichever they choose to buy online, at an event or in a retail store. .”

UEFA joins Fanatics’ long list of sporting partners, including the NFL, NBA, MLB, Tour de France and Formula 1.

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