Sheffield United & Fanatics Announce New Retail Partnership

Sheffield United and Fanatics have announced an exclusive long-term partnership under which Fanatics, a global leader in licensed sports merchandise, will manage the club’s official retail operations across ecommerce, mobile and in-store.

The partnership is designed to deliver a significantly improved shopping experience for Blades fans; utilising Fanatics’ extensive retail expertise applied across every channel used to buy official club merchandise.

The partnership is announced shortly before the Blades Store at Bramall Lane reopens in July, following a major refurbishment, backed by significant investment to create a modern retail operation befitting the club’s ambitions.

Fanatics, which partners with many of the world’s leading clubs, leagues and sporting organisations, will service the online Blades store from its 185,000 square-foot state-of-the-art distribution facility in Manchester, and brings a deep expertise across sports retail, ecommerce and licensed merchandise.

That experience will underpin the club’s retail offering going forward, with the partnership also set to introduce more locally inspired products and merchandise designs, alongside new ranges and collaborations celebrating the identity of the club, Bramall Lane and the city of Sheffield.

Stephen Bettis, Chief Executive Officer at Sheffield United, said: “We are delighted to be partnering with Fanatics as we continue to invest in and enhance the retail experience for our supporters.

“Fanatics brings a wealth of experience from successfully working with some of the world’s leading sports organisations, and we’re confident their expertise will bring significant improvements across our retail offering.

“We know how important official club merchandise is to our supporters, and together we are committed to providing a wider range of products, improved service and a retail environment that Blades fans can be proud of.”

Clare Dickinson, Vice-President of Football Partnerships at Fanatics, added: “Sheffield United is a club with a passionate fanbase and a rich history, and we’re proud to be trusted as their retail partner.

“Our focus is on bringing the world leading technology, retail and merchandising expertise that we deliver for leading clubs and leagues around the world, so that every visit to the Blades Store, whether online or in person at Bramall Lane, reflects the standard these fans deserve.

“We’re looking forward to building something special with the club, starting with the new online store and the reopening of the newly refurbished retail store at Bramall Lane next month.”