Leeds United has formed a new retail partnership with Fanatics to launch its licensed sports merchandise on its digital sports platform.
The partnership seeks to enhance the retail shopping experience for Leeds fans both in the city and across the globe, as Fanatics will leverage its extensive history of working with over 900 sports clubs and organisations all over the world.
Along with being a distributor for Leeds United’s Adidas merchandise, Fanatics will have the rights to manufacture a variety of its own fanwear and accessories of the Yorkshire club.
Morrie Eisenberg, Chief Operating Officer at Leeds United, said: “Our fans, both in Leeds and around the world, are the lifeblood of the club and at the centre of everything we do. We are therefore extremely excited to partner with Fanatics – a world leader in this field, with unparalleled global reach and experience in delighting fans.”
Leeds merchandise will launch on the newly revamped Fanatics online store when the partnership commences in summer 2025.
The new online store will operate on Fanatics’ Cloud Commerce Platform, with the technology used to help elevate the football fan shopping experience for clubs such as Chelsea, Juventus and Paris Saint-Germain, as well as major US sports leagues like the NFL and NBA.
The transformed site will provide Leeds fans with a shopping experience that features hi-resolution product displays, frictionless checkouts, multiple language options and the quick access to a range of new merchandise.
Fanatics, which has office and manufacturing facilities in more than 80 different locations around the world, will serve Leeds fans from its new 185,000 square-foot state-of-the-art distribution facility in the North of England.
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