Football Australia & Fanatics Announce New Partnership
Football Australia has announced a new partnership with Fanatics, the digital sports platform and global leader in licensed merchandise.
The new partnership will give fans of the CommBank Matildas and the CommBank Socceroos an enhanced shopping experience and better access to a wider range of official merchandise, both in Australia and across the world.
Under the new agreement, Fanatics will operate Football Australia’s official online store both in Australia and internationally. Drawing on its global capabilities and deep experience in football, Fanatics will provide Australian fans with a wide range of high-quality merchandise to show their support for both teams, wherever they are in the world.
Fanatics, which has offices in more than 80 countries across the world, will manage the partnership from its regional headquarters in Melbourne, with local orders serviced from its distribution centre in the city.
Australia is Fanatics’ fastest growing market outside of the US, with investment in Australian infrastructure and local talent planned, including expansion of its Melbourne-based team.
Football Australia Interim Chief Executive Officer, Heather Garriock, said: “Football has millions of passionate fans in Australia who love showing their support for the CommBank Socceroos and CommBank Matildas. Football Australia’s merchandise strategy, delivered by Fanatics, will enable us to serve our fans in a way that was not possible before.
“With a growing number of Socceroos and Matildas players based in overseas leagues, and with many Australian fans based internationally, it was important that we could extend our reach into international markets.”
At the core of the partnership is Fanatics’ innovative Cloud Commerce Platform, which will power a dynamic and personalised shopping experience for fans.
The technology, which is used by more than 900 sports clubs and organisations across the world including The International Olympic Committee, Paris Saint-Germain, Juventus, NFL, NBA, MLB, NHL and Formula 1, enables real-time inventory management, faster checkout and tailored product offerings.
Stephen Dowling, International President at Fanatics, said: “Football in Australia is experiencing incredible momentum, and we’re proud to partner with Football Australia at such a pivotal and exciting moment for the sport in this country.
“This new partnership cements Fanatics’ role as the trusted partner for leading clubs, leagues, and sports organisations across Oceania and supporters of both the CommBank Matildas and the CommBank Socceroos can look forward to an enhanced, more connected shopping experience.
“As we continue to grow and expand our team and presence here in Australia, we’re excited to work with Football Australia to deliver for their fans both here at home and around the world.”
