Sheffield United FC announce long-term Fanatics partnership

Sheffield United Football Club have announced a five-year partnership with licensed sports merchandise brand Fanatics.

The multi-year retail partnership will see Fanatics handle Sheffield United’s retail operations across ecommerce, mobile, and in-store channels with the goal of providing Blades supporters with a better shopping experience.

Stephen Bettis, Chief Executive Officer, Sheffield United FC, commented:

“We are delighted to be partnering with Fanatics as we continue to invest in and enhance the retail experience for our supporters. This partnership is about much more than launching a new online store or refurbishing our retail space – it’s about creating a modern, accessible and supporter-focused operation which reflects the ambitions of the football club. Fanatics brings a wealth of experience from successfully working with some of the world’s leading sports organisations, and we’re confident their expertise will bring significant improvements across our retail offering.

“We know how important official club merchandise is to our supporters, and together we are committed to providing a wider range of products, improved service and a retail environment that Blades fans can be proud of. This is an exciting step forward for the club, and we look forward to working closely with Fanatics in the years ahead.”

Clare Dickinson, Vice-President of Football Partnerships, Fanatics, added:

“Sheffield United is a club with a passionate fanbase and a rich history, and we’re proud to be trusted as their retail partner. Our focus is on bringing the world leading technology, retail and merchandising expertise that we deliver for leading clubs and leagues around the world, so that every visit to the Blades Store, whether online or in person at Bramall Lane, reflects the standard these fans deserve. We’re looking forward to building something special with the club, starting with the new online store and the reopening of the newly refurbished retail store at Bramall Lane next month.”