July 9 – Premier League Chelsea have renewed and expanded their long-term partnership with Fanatics, extending the sports merchandise group’s role in managing the club’s global eCommerce operations while also granting it increased design and manufacturing rights.
Under the new agreement, Fanatics will continue to run Chelsea’s online retail platform and will now produce new fan apparel lines through its in-house design capabilities. The move aims to broaden the club’s merchandise offering and improve fulfilment capabilities as part of Chelsea’s wider commercial growth strategy.
The extension follows six years of consistent merchandise sales growth at the club, with Fanatics reporting average annual increases in the double digits since 2018. In 2024 alone, Chelsea merchandise was shipped to customers in more than 130 countries.
A newly launched digital store – built using AI-driven features – is central to the expanded deal. The platform is expected to streamline user experience and drive further global sales, while Fanatics’ agile supply chain will support the development of exclusive and event-specific merchandise – an important metric given Chelsea’s newfound status as Club World Cup finalists.
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.”
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.”
Chelsea booked their ticket to the Club World Cup final last night with a 2-0 victory over Fluminense in New Jersey. New £60 million signing Joao Pedro made an instant impact with both goals against his former side.
Chelsea will face the winner of PSG v Real Madrid at the MetLife Stadium in New York on Sunday.
Contact the writer of this story, Harry Ewing, at moc.l1754183758labto1754183758ofdlr1754183758owedi1754183758sni@g1754183758niwe.1754183758yrrah1754183758