Fanatics touches down with NFL European game deal

The NFL has expanded its partnership with Fanatics, which becomes a partner of the league’s upcoming 2025 games in London and Dublin.

The new agreement builds on Fanatics’ long-term role as the league’s international game retail partner and global e-commerce operator. As part of the enhanced partnership, Fanatics will run city-centre activations in both Dublin and London. These will include in-store experiences at its retail locations featuring live DJs, interactive fan engagements, and localised merchandise collections designed to increase fan engagement around the games.

This new sponsorship builds on Fanatics’ long-standing relationship with the NFL. The company already serves as the league’s official international game retail operator and global e-commerce partner under a 10-year deal that began in 2020. The global partnership also includes Fanatics’ production and distribution of NFL fan and lifestyle apparel, as well as the exclusive rights to manufacture and distribute all Nike NFL adult products.

Ciarán Jordan, Vice-President of Marketing at Fanatics, said, “Partnering with the NFL for the 2025 games in Dublin and London is an exciting moment for Fanatics in the UK and Ireland. We’ve seen record growth internationally in recent years, and this partnership builds on that momentum, allowing us to deliver a more connected and elevated experience for fans, both through our premium retail offering and also now through engaging activations around the games.”

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