Fanatics expands merchandising empire with DFB partnership

Global merchandising retailer Fanatics has signed a long-term partnership with the German Football Association (DFB).

Beginning in January 2019, Fanatics will create and distribute a wide range of German national football team-branded products for fans of the 2014 World Cup-winners around the globe. The company will also operate DFB retail outlets and create a new e-commerce platform for the distribution of national team merchandise.

The deal adds to Fanatics’ global merchandising empire, which already includes major rights-holders such as the NFL, NBA and Formula One, as well as a wide range of club teams and national sides.

The German national football team is among the most popular in terms of merchandise and product sales. The DFB’s deal with German sportswear brand adidas is the most lucrative in world football, valued at almost $20m (€17m) annually until 2022.