lions Rugby Seals Fanatics Extension
The British & Irish Lions has announced a long-term extension to its eCommerce and manufacturing partnership Fanatics, a digital sports platform and licensed sports merchandise business.
The renewal means that the deal will run until 2030 and include the 2025 and 2029 British & Irish Lions Tours.
The partnership extension will see Fanatics retain exclusive global eCommerce rights with the Lions, which was agreed following growth in Lions merchandise sales through the official Lions Rugby online store, which is operated by Fanatics.
Lions Rugby will also continue to utilise Fanatics’ cloud commerce technology, which provides rapid navigation for fans across online and mobile sites.
Ben Calveley, CEO at the Lions, commented, “The long-term strategic ambition of The British & Irish Lions is to be the most successful and admired sporting brand both on and off the pitch and one of the keys to this is our connection with our global fan base of almost 14 million people and how we engage with them.
“Fanatics has a strong reputation across global sport as an innovator and provider of fantastic retail experiences, making them the perfect partner for us as we look to build upon our product range and overall retail experience.”
Chris Smith, Director of Business Development, Strategy and Planning at Fanatics, added, “The British & Irish Lions is an iconic, globally renowned sporting brand and we are thrilled to have the opportunity to continue working with the team.”
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