Sports merchandise retailer Fanatics has agreed to a partnership with Italian soccer team Juventus to become its key merchandising partner. The deal will see Fanatics cover the manufacturing, licensing, and management of Juventus’ worldwide merchandise.
“We are proud to join forces with a global leader like Fanatics for the development of such a strategic and fundamental part of our business,” said Francesco Calvo, managing director of revenue and football development at Juventus. “This partnership will allow us to get closer to our fans all over the world, thanks to global distribution and new investments that Fanatics will make in agreement with Juventus to develop our business to create a truly world-class offering to our supporters.”
Fanatics already works with more than 900 sports organizations, including UEFA, the body behind the UEFA Champions League. Fanatics also supplies merchandising for the NFL, NBA, MLB, and NHL through 2,000 physical retail locations and its digital platform. Fanatics will assist Juventus, known as the Old Lady, from its headquarters in Italy.
“Juventus is one of the iconic clubs in world football. The club is recognized and supported across the globe, it leads the way both on and off the pitch, and we are honored to be working with it to revolutionize the experience for its fans, both in-store and online, through new product designs and better availability worldwide,” said Stephen Dowling, president of international at Fanatics.
“This new partnership is one of the most ambitious we have ever agreed with an individual club, and it is a testament to Juventus’ forward thinking and progressive mindset that we have agreed to such a comprehensive and groundbreaking deal.”
The company also operates the Fanatics Sportsbook, which is available through a mobile betting app and desktop site in more than 20 U.S. states, including Arizona, Colorado, Illinois, Michigan, New Jersey, New York, Ohio, Pennsylvania and more U.S. jurisdictions where sports betting is legal. Fanatics Sportsbook recently went live in Wyoming, allowing players to earn merchandising through its FanCash loyalty program.
