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Tunji Faleye with agency report

Chelsea Football Club has renewed and broadened its global partnership with Fanatics, a leading digital sports platform and global distributor of licensed sports merchandise.

The expanded agreement aims to elevate the online retail experience for Chelsea supporters, offering improved website functionality, exclusive content, and a broader selection of merchandise. Fanatics will remain in charge of the club’s worldwide eCommerce operations and gain additional rights to design and manufacture Chelsea-branded fanwear. Leveraging its in-house creative and production teams, Fanatics is set to deliver high-quality, exclusive apparel tailored to Blues supporters around the world.

Since teaming up with Fanatics in 2018, Chelsea has seen consistent double-digit annual growth in online merchandise sales. In 2024 alone, the platform fulfilled orders for fans in over 130 countries.

The new phase of the partnership includes the launch of a redesigned, state-of-the-art online store. The upgraded site will include AI-driven product search, enriched content and visuals, a faster checkout process, and support for multiple languages and payment methods.

Phil Lynch, Chelsea’s Chief Digital Officer, expressed enthusiasm about the development: “We are excited to continue our journey with Fanatics. This extended partnership allows us to explore innovative ways to engage our global fanbase and provide a truly personalised and premium online shopping experience.”

Stephen Dowling, International President at Fanatics, added: “Chelsea FC’s global ambition and the dedication of their fan community make this collaboration particularly meaningful. We are committed to providing supporters with the best possible merchandise experience as we continue our work together.”

What’s your thought on the expansion of the partnership deal