Fanatics and the German Football Association (DFB) announced a long-term extension of their existing retail partnership.

The extended and extended partnership, which includes both UEFA Euro 2024 in Germany and the FIFA World Cup 2026, will result in Fanatics retaining the exclusive global e-commerce rights with the DFB, while maintaining the official DFB fan shop as well the local DFB retail trade runs home games and DFB Cup finals.

In addition, building on the previous agreement, Fanatics now has the rights to manufacture, distribute and, if desired, license to third parties an expanded range of DFB-branded memorabilia across a wide range of product categories such as: B. Headwear and retro fan wear, hardware, housewares, consumer electronics, stationery and more.

The extended partnership follows strong commercial results for DFB across its retail channels in 2022, including record-breaking demand for DFB merchandise. On November 27, 2022, Fanatics confirmed its all-time favorite day for DFB items across its network, beating its previous daily record by 77 percent.

“We are very pleased to extend and expand our successful partnership with Fanatics and to use their global partner network to offer our fans an even broader range of merchandise in the DFB fan shop and in retail,” says Dr. Holger Blask, Managing Director Marketing, Sales & Events at DFB GmbH & Co.KG. “Together with Fanatics, we will continuously work to further improve the service for our fans.”

Since opening the Hamburg office in 2018, Fanatics has partnered with a number of prominent sports and retail organizations across the country, such as Land.

Matthew Primack, Senior Vice President, International Business Affairs & Development at Fanatics, also commented: “We are delighted to confirm this renewal of our deep and trusting relationship with the DFB and to redouble our continued commitment to both the DFB and our growing ones Presence in Germany on a broader basis. In the coming years, our aim is to continue to work closely with the DFB to strengthen and grow its brand in the retail and consumer goods segments, to go beyond our current mission of operating retail and merchandise channels and to drive ever greater success for the organization and to reach German fans everywhere.”

Fanatics works with more than 900 of the world’s largest sports organizations, teams and leagues including Bayern Munich, Germany Olympic Team, Manchester United, Chelsea, Paris Saint-Germain, Atletico Madrid, The FA, UEFA, NFL, NBA and Formula 1.

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