Chelsea inks extension with Fanatics

Chelsea have extended and expanded their global e-commerce partnership with Fanatics, which has managed the club’s online retail operations since 2018.

The long-term renewal gives Fanatics continued control of Chelsea’s e-commerce platform and expands its rights to design and manufacture fan apparel, using its in-house capabilities to develop merchandise tailored to the club’s global fanbase.

Since the partnership began, Chelsea’s online merchandise sales have grown year-on-year, with double-digit increases reported annually. In 2024, the club’s merchandise reached fans in over 130 countries.

The updated agreement includes the launch of a new Chelsea online store, with improved product imagery, AI-enhanced search functions, multiple language options, and faster checkout. Fans will also gain access to exclusive merchandise, produced via Fanatics’ on-demand supply chain and linked to key matchday moments.

Fanatics has strengthened its presence across football, with over 50 club partnerships in place globally. In addition to Chelsea, the business has secured recent agreements with Inter Milan, Juventus, Leeds United and Sunderland, and currently serves as the official licensing and e-commerce partner of UEFA.

Phil Lynch, Chief Digital Officer of Chelsea Football Club, said, “We are delighted to extend our partnership with Fanatics.

“Together, we are always looking for new and innovative ways to engage with our loyal fanbase, and with the launch of our new e-commerce platform, we have delivered a world-class shopping experience though personalisation and a best-in-class commerce experience.” 

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