Fanatics signs long-term UEFA sports merchandise and distribution deal

European football’s governing body UEFA has announced a new long-term deal with Fanatics, a global licensed sports merchandise company.

UEFA will utilise Fanatics' unique model to produce officially licensed competition merchandise that will be made available at its major events.

Fanatics' describes its offering as a vertical commerce model combining a “retail technology platform with an agile supply chain and on-demand manufacturing”, which gives it a capability to design, produce and distribute stock while a sports tournament is unfolding.

As countries make their way through to the latter stages of football tournaments, fan demand and interest in merchandise such as replica kits tends to grow. Fanatics has created a model that promises to provide inventory in line with such demand.

The long-term partnership between UEFA and Fanatics will see the latter become the official fan shop for all UEFA international football events including the men and women’s European Championships in 2020 and 2021 respectively, the Nations League Finals, European Under-21 Championship, and European Futsal Championship.

UEFA marketing director, Guy-Laurent Epstein, commented: "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, the European Championships 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."