Chelsea extends partnership with Fanatics

Chelsea Football Club has announced an extension of its long-term partnership with Fanatics, the global digital sports platform and licensed sports merchandise leader. Under the renewed agreement, Fanatics will continue as the club’s Official Online Retailer, managing Chelsea’s global e-commerce operations.

The expanded deal also grants Fanatics design and manufacturing rights to develop new ranges of fan apparel. As part of the enhanced collaboration, Chelsea and Fanatics will launch an upgraded online store featuring improved product content, enhanced imagery and search functionality powered by the latest AI technology. The new platform will also offer faster checkout, multi-language support, and a wider range of payment options.

Chelsea and Fanatics have been partners since 2018.

Phil Lynch, Chief Digital Officer, Chelsea Football Club, commented,

“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 through personalisation and a best-in-class commerce experience.”

Stephen Dowling, International President, Fanatics, said,

“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.”