Sunderland Completes New 10-year Retail Deal

Fanatics has become the official retail partner of Sunderland AFC as part of a new long-term partnership.

The new agreement, which will run until 2034, will see the American sportswear retailer work on enhancing the shopping experience for Sunderland fans and become the exclusive operator for the Championship club’s online and stadium stores.

According to a statement, ‘this will include significant investment in a new retail store’ at the club’s 48,707-capacity Stadium of Light home ground, while the new SAFC online store is set to open in June.

Sunderland AFC Chief Brand and Commercial Officer, David Bruce, said, “We are committed to raising the game for our fans and providing them with a best-in-class service and that is why we are delighted to welcome Fanatics, a company that is renowned as the best at what they do in world sport. With Fanatics set to bring their exceptional and unrivalled levels of servicing to Wearside, we cannot wait for our fans to see the new store, both online and at the Stadium of Light, this summer.”

Stephen Dowling, President of Fanatics International, added, “Sunderland is one of the biggest football clubs in the UK and is renowned for its loyal and passionate fanbase, so we are honoured and excited to partner with the club over the next ten years. Sunderland fans deserve the best and we’re committed to bringing them great products, the highest standards of service, and the widest choice of merchandise they’ve ever had access to, providing them with a world-class retail experience no matter where they are based in the world.”

In signing with Fanatics, Sunderland joins the retailer’s global partner network of over 900 sports clubs, leagues and properties, including, The FA, Chelsea, Aston Villa, Everton, Paris Saint-Germain, AC Milan, Inter Milan, The International Olympic Committee, UEFA, WWE, NFL, NBA, MLB, NHL, and Formula 1.

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