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Fanatics signs 10-year distribution deal with Australian retailer Rebel

Licensed sports merchandising company Fanatics has agreed a ten-year distribution deal with leading Australian sports retailer, Rebel, to provide an array of licensed sports products to Australian sports fans.

The deal, which will come into effect mid-2021, will allow Fanatics to benefit from the e-commerce and bricks and mortar footprint of one of the biggest and most popular sports equipment and apparel retailers in Australia.

In return, Rebel, will benefit from a selection of over 100,000 officially licensed products from Fanatics partners, such as the National Football League, National Basketball Association, Formula 1 and major European football teams including Manchester United and Paris Saint-Germain.

The deal effectively allows Rebel to eliminate risk from the process of carrying a wider array of licensed products online. The additional inventory will be available for sale on the company’s e-commerce store in Australia (rebelsport.com.au) but Fanatics will fulfil and ship each order from either its US, Asia or European offices, depending on whichever is quickest.

An array of licensed Fanatics merchandise will also be made available throughout Rebel’s national store network.

Fanatics, which operates an agile ‘on-demand’ supply chain that allows it to rapidly produce lines of merchandise in response to events on the field, recently raised $350m (£267.7m/€296.2m) in Series E funding in apparent preparation for an initial public offering. The latest deal with Rebel is understood to have been in the pipeline before the funding was secured and is consistent with a long-term strategy to rapidly broaden the company’s retail footprint.

Fanatics has previously agreed similar distribution deals in the US with retailers Walmart and Kohl’s, and signed a further agreement with SportScheck, one of the leading sports retailers in Germany, in August 2019.

Rebel managing director, Gary Williams said: “Australians love their sport. Teaming up with powerhouse sports fan brand, Fanatics, is a terrific win for Rebel customers who are loyal and passionate fans of sporting teams both here in Australia and across the globe.”

Fanatics’ International general manager & head of corporate development, Zohar Ravid, said: “We are absolutely delighted to partner with Rebel, the leading sports retailer in Australia. We found a great partner and similar strategic vision in [owner] the Super Retail Group and Rebel’s management team.

“Rebel was already one of the leading destinations for Australian sports fans but now, thanks to this new partnership, these fans will have even more choice and similar access to official merchandise as local fans in the US or Europe. Sports are a global passion and we are strong believers that all fans deserve the option to support and participate in their favorite teams’ triumphs and despairs.

“For our 300-plus global partners, this partnership provides the opportunity to reach a large Australian fan base through the most dominant local retailer, reaching even more fans worldwide.”