The AFL is pleased to announce a new 10-year partnership with Fanatics, which will see the global leader in licensed sports merchandise become an official partner of the AFL and AFLW.

The landmark partnership marks the first occasion Fanatics has partnered with an Australian sporting league, with the AFL joining a stable of elite global sporting codes including Formula 1, Manchester United, Chelsea, Paris Saint-Germain, England Rugby, NFL, NBA and the International Olympic Committee.

The partnership will revolutionise the retail experience for AFL fans around the world, offering the largest assortment of officially licensed AFL merchandise ever made available, including an extensive range of AFL and AFLW products such as replica football uniforms, training and lifestyle wear.

Football fans will also have access to new designs and brands, including for the first time, an exclusive AFL line from iconic sportswear and culture brand Mitchell and Ness.

Fanatics will join a host of local AFL licencees synonymous with Australian Football including Burley Sekem, Kookaburra and Licensing Essentials to deliver the AFL supporter apparel range and has appointed Melbourne-based company Nick Auditore Represents into the AFL program as its sub-licencee.

AFL Executive General Manager Customer and Commercial Kylie Rogers said the AFL was thrilled to be the first Australian sports league to partner with Fanatics.

“Fanatics has partnered with a number of elite sporting codes across the world and the AFL is proud to be the first Australian sports league to partner with Fanatics, a global leader in licensed merchandise to enhance the retail shopping experience for our fans over the next ten years,” Ms Rogers said.

“With access to Fanatics’ unparalleled global partner network, infrastructure and unrivalled technology, we are looking forward to rolling out a fresh retail offering, both online and in-person, ensuring we continue to meet and exceed the demands of the AFL’s loyal fanbase, no matter where they are or how they prefer to shop.

“The AFL is pleased to also retain a strong cohort of Australian licencees who will continue to deliver the best range of products and retail experience for our fans.

“As we welcome Fanatics to the AFL family, I’d like to thank PlayCorp Group of Companies, and in particular Steven Lew for their unwavering support of the AFL over 30-years. They have played a pivotal role in the innovation and growth of our products over the last three decades and has paved the way for the AFL to continue to deliver exceptional products for the next generation of football fans,” Ms Rogers said.

As part of the partnership, Fanatics has exclusive master license rights to manufacture, market and sell official AFL supporter apparel and accessories, including fan fashion apparel, knitwear and bags.

In addition, over the course of the partnership, the AFL’s official e-commerce and AFL branded retail store rights will transition to Fanatics.

The official AFL Online Store will utilise Fanatics’ market-leading Cloud Commerce Platform (CCP) and will provide AFL fans with a best-in-class shopping experience, whether shopping online or via mobile, featuring hi-resolution product displays, frictionless checkout, multiple language options and the quickest access to new product offerings.

Matthew Primack, Senior Vice-President for Business Affairs and Development at Fanatics, commented:
“This deal marks a pivotal moment in our exciting plans for sports fans across Australia and New Zealand. The AFL is one of the largest and most iconic names in Australia, as well as in global sport more widely and we are immensely excited to begin what will be a hugely-beneficial partnership for all parties – most notably the AFL’s passionate fanbase, who will enjoy major leaps forward in their shopping, merchandise and overall fan experience with the AFL for years to come.”

Commenting on Fanatics’ first major deal with a sporting league in Australia, Zohar Ravid, Senior Vice-President, Head of Global Corporate Development at Fanatics, said: “Australian fans are famously passionate about sport, and we believe that historically they have been underserved relative to other markets when it comes to the merchandise made available, the distribution of that merchandise, and the freshness of the product. We’re excited and grateful for the opportunity with the AFL, and we are also very excited to see what we can do holistically across all sports in the region and beyond merchandise with the AFL. The Australian fans will have more access to more relevant products as we continue to grow our presence in this sport mad country.”