Leeds United partner with Fanatics to enhance retail experience for fans — Leedsunited.com 12/11/24

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Leeds United are delighted to announce a new retail partnership with Fanatics, a global digital sports platform and leading provider of licensed sports merchandise, which will enhance the retail experience for Leeds fans both in the city and across the world.

The partnership will see Fanatics become the exclusive operator of the Leeds United online store, and all official retail locations based across the city, including the flagship store at Elland Road. Fanatics will utilise its extensive experience of working with more than 900 sports clubs and organisations globally to improve the shopping experience for Leeds fans, providing them with a seamless experience, wherever and whenever they shop.

Along with being a distributor for Leeds United’s adidas product, Fanatics will have the rights to manufacture a wide variety of fanwear and accessories, ensuring supporters have access to an assortment of high-quality Leeds United fan merchandise that will suit every taste and style, providing them with the widest range of Leeds United merchandise ever made available.

The revamped online store, which will launch when the partnership begins in summer 2025, will utilise Fanatics’ industry-leading Cloud Commerce Platform, the same technology used by leading global sporting clubs, leagues and organisations around the world such as Paris Saint-Germain, Juventus, Chelsea, UEFA, NFL, NBA and Formula One. The transformed site will provide Leeds fans with a world-class online shopping experience, featuring hi-resolution product displays, frictionless checkout, multiple language options and the quickest access to a range of new merchandise.

Speaking following the announcement of the new partnership, Morrie Eisenberg, Chief Operating Officer at Leeds United,said: “Our fans, both in Leeds and around the world, are the lifeblood of the club and at the centre of everything we do. We are therefore extremely excited to partner with Fanatics – a world leader in this field, with unparalleled global reach and experience in delighting fans.

“This partnership will offer our fans a number of benefits, including better access to a wider range of products, enhanced online and in-person retail facilities and new, exciting Leeds products available for fans both shopping in our stores locally, and at the click of a button from wherever they are in the world.”

Stephen Dowling, International President at Fanatics,said: “Leeds United are an iconic football club, known worldwide, with a rich history of success and a passionate fanbase. We will work tirelessly to ensure that Leeds United fans are given the highest standard of service, the best products and the widest choice, whatever they buy and wherever they are. We are excited to start working with the club and cannot wait to begin serving Leeds fans from next season.”

Fanatics, which has office and manufacturing facilities in more than 80 different locations across the world, will serve Leeds fans from its new 185,000 square-foot state-of-the-art distribution facility in the North of England, which currently ships to sports fans across more than 180 countries globally.

Chris Smith, Senior Director of Business Development at Fanatics, said: “Growing up in Leeds I know just how passionate Leeds United fans are and how important the club is to the city. I’m proud and excited that we are partnering with this unique club, bringing fresh ideas and enhancing the retail experience for Leeds United fans here in Leeds and across the world.”

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