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Uefa partners up with Fanatics

European football’s governing body Uefa has today (Thursday) signed a long-term partnership with licensed sports merchandise company Fanatics, which has said it is preparing to meet the challenge of delivering for Euro 2020.

The agreement means Fanatics will become the official fan shop for all Uefa international football events including Euro 2020, the Nations League Finals, the European Under-21 Championship, European Futsal Championship and Women’s Euro 2021.

Uefa is the latest football organisation to team up with Fanatics, with the company also being a key partner of the German Football Association (DFB), the Football Association (FA) and several leading European clubs including Manchester City, Manchester United, Real Madrid, Chelsea, Paris Saint-Germain, Borussia Dortmund and Bayern München.

Euro 2020 will be a unique edition of Uefa’s showpiece national team tournament, as it plays out across 12 different countries in Europe from June 12 to July 12 next year.

“For the first time, Uefa Euro will be played across 12 nations simultaneously, meaning the operation of the tournament is incredibly complex,” Steve Davis, the international president of Fanatics, said. “Fanatics’ capabilities across the region, our experience at running tournament merchandise at major events and our partnerships with brands and footballing bodies mean we are the perfect partner for Uefa.

“I am delighted that Uefa has chosen to work with Fanatics and become the latest innovative and forward-thinking organisation to adopt our vertical commerce model, in what promises to be an incredibly busy and successful period for their organisation.”

Uefa will be in a position to utilise Fanatics’ model, under which the company will be able to produce officially licensed competition merchandise available at its major events. Uefa said Fanatics’ capability to design, produce and distribute stock to the thousands of fans across Europe whilst a tournament is unfolding will allow supporters of all countries to access a wide range of products in real time as their country progresses.

Uefa marketing director Guy-Laurent Epstein added: “We believe that this partnership will continue to enhance the experience for fans attending our national team football events.”