The International Cricket Council (ICC) and provider of licensed sports merchandise and global sports platform Fanatics have inked a new multi-year deal which will see the ICC use Fanatics’ platforms and technology to enhance its fan experiences across the world.
As part of the deal, Fanatics will operate the ICC’s global online store for all the events and also handle the event retail for the upcoming events such as the ICC Men’s T20 World Cup in Australia, the ICC Women’s T20 World Cup 2023 and the ICC World Test Championship Final 2023.
Fanatics will also manufacture officially-licensed ICC products through its vertical commerce model, global manufacturing and distribution capabilities.
The ICC’s upcoming online store will be launched in September 2022 and will be powered by Fanatics’ Cloud Commerce Platform. Fanatics will also showcase its new licensing opportunities with the ICC at the Brand Licensing Europe at ExCel London.
Speaking on the partnership, Anurag Dahiya, Chief Commercial Officer, ICC, commented:
“We are delighted to welcome Fanatics to the ICC family. This partnership will be key in helping us take the cricket fan experience to the next level. The ICC’s licensing & merchandise programme aims to supplement cricket’s global strategy to reach more fans, through more channels, with more products from a wide range of fan merchandise – from apparel, accessories and headwear to official replica jerseys of the fans’ beloved teams. We look forward to extending our licensing presence to not only event host nations but all countries with passionate cricket-loving fans.“
Matthew Primack, Senior Vice-President of International Business Development at Fanatics, added:
“I am delighted that the ICC has chosen Fanatics to help it deliver a better retail experience to its millions of fans across the globe. Cricket fans are incredibly passionate about the sport and I am sure that they will be impressed with the retail experience and range of merchandise that will be available to them over the coming years.”
Apart from the ICC, Fanatics also sports partnerships in place with multiple organisations and clubs worldwide, including the likes of Paris Saint-Germain, Manchester United, Chelsea, the NFL, the NBA, MLB, the International Olympic Committee, the Tour de France and Formula One.