Chelsea FC is delighted to announce the long-term extension and expansion of its partnership with Fanatics, a digital sports platform and global leader in licensed sports merchandise. This exciting new chapter for the partnership will deliver an enhanced online shopping experience for Chelsea fans, featuring upgraded site capabilities, exclusive content, and a wider range of products than ever before.
Under the expanded partnership, Fanatics will continue to operate Chelsea’s global eCommerce operations and will obtain further design and manufacturing rights to develop new fan apparel ranges, leveraging its in-house design and manufacturing capabilities to create premium and exclusive merchandise tailored to Chelsea fans across the world.
The new agreement comes at a time of significant growth in merchandise sales through the online store. Since the partnership with Fanatics began in 2018, sales have grown on average by double digits each year and in 2024 alone, Fanatics delivered Chelsea merchandise to fans in more than 130 countries across the world.
Through the partnership, both Chelsea and Fanatics are committed to providing fans with the best-in-class digital shopping experience, which includes the launch of a new improved online store. The new site features enhanced product content, imagery and search functions utilising the latest AI technology, faster checkout, and multiple language and payment offerings. Fans will also have access to exclusive merchandise, with the club utilising Fanatics’ agile supply chain to create bespoke products celebrating iconic moments on the pitch.
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.”
This deal further strengthens Fanatics’ growing reach across football, with the business currently partnered with the more than 50 football clubs worldwide, including recently announced partnerships with Inter Milan, Juventus, Leeds United and Sunderland. Fanatics is also the official licensing, eCommerce and event retail partner of UEFA.
Stephen Dowling, international president at Fanatics, commented: “Chelsea FC’s ambition to be at the forefront of global football makes this partnership exciting for us. Their loyal and passionate fanbase deserves the best merchandise and a seamless and elevated shopping experience when they shop online with the club. We are committed to delivering that for them in the years ahead and look forward to continuing our work together.”
