Fanatics has signed a long-term contract with Sunderland AFC as the club’s new commercial partner until 2034. Six-time English champions and two-time FA Cup winners, Sunderland AFC is one of the most iconic and successful clubs in English football.
Fanatics becomes the exclusive operator of the club’s online store and stadium and includes a significant investment in a new retail store at the Stadium of Light, which will be in Black Cat House, part of the club’s plans to “redefine the fan experience across its retail operations, Maintenance and ticketing.
Fanatics has extensive experience in operational retail outlets, with a network of over 2000 outlets worldwide, adding outlets in the UK (FA Store at Wembley Stadium, England Rugby Store at Twickenham, Premier League and Championship stores). The online store, which will launch in June, will also be redesigned on Fanatics’ cloud commerce platform (CCP). In addition, Fanatics will ensure that SAFC enthusiasts have access to the widest collection of products available on the store site, adding extensive product lines aimed at young enthusiasts and women.
Fans will also be provided with a committed visitor services team, adding a 9:30 a. m. phone line. 5:00 p. m. , seven days a week, as a component of its retail offering.
Commenting on the new partnership, David Bruce, SAFC’s Chief Brand Officer and Chief Commercial Officer, said: “We are committed to playing for our enthusiasts and offering them the most productive service in its class, and that’s why we’re delighted to welcome Fanatics, a company recognised as the most productive in what it does in global sport. As Fanatics is able to provide its exceptional and unmatched levels of service to Wearside, we can’t wait for our enthusiasts to see the new store either. online and at the Estadio de la Luz, this summer.
Fanatics, which has offices and production facilities in more than 80 locations around the world, will cater to Sunderland enthusiasts from its new 185,000-square-foot distribution centre in Manchester.
Fanatics has a global partner network of over 900 clubs, leagues and sports properties, FA, Chelsea, Aston Villa, Everton, Paris Saint-Germain, AC Milan, Inter Milan, International Olympic Committee, UEFA, WWE, NFL, NBA, MLB. , NHL and Formula 1.
Stephen Dowling, Chairman of Fanatics International, said: “Sunderland is one of the biggest football clubs in the UK and is renowned for its unwavering and passionate fans. We are honored and excited to partner with the club for the next ten years. Fanatics in Sunderland deserves the most productive and we are committed to providing them with wonderful products, the highest service criteria and the widest variety of products they have ever had access to, offering them a world-class retail experience no matter where they are. They are founded all over the world.
Anna Mitchell, senior director of business development for British teams and sports at Fanatics, added: “We look forward to working with the club to create the new retail store in such an important location next to the stadium and our learning in football. Clubs and stadiums from all over the world will help form an area that all enthusiasts will be happy to visit. Our experience with football clubs around the world is that each one is unique and in combination with the Club, we will help create bespoke product ranges, making sure there is smart availability and selection for all enthusiasts. Having worked for a football club, I understand how important it is to offer both one and both fans, who wear the club’s colours so proudly, a wonderful shopping experience.
Image courtesy of Fanatics x Sunderland AFC
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