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Atlético Madrid continue to play ball with Fanatics

Soccer - 13 Jan 2021

Fanatics, the US online sportswear and merchandise retailer, has extended its partnership with Spanish soccer’s Atlético Madrid in a long-term deal.

In the five-year agreement announced today, USA-based Fanatics retains global e-commerce and manufacturing rights to the prominent LaLiga club, and will ensure distribution of a wide range of products across the world via the official online shop at athleticomadridstore.com.

The pair have been partners since 2017 and Fanatics said that in 2020 alone, it delivered merchandise to Atlético fans in 96 territories. The company’s global network now operates out of 11 countries.

Atlético, the current LaLiga leaders, are one of 200 professional and US college sports teams in the Fanatics stable, with other top soccer outfits including England’s Manchester United and Chelsea, Germany’s Bayern Munich and France’s Paris Saint-Germain.

Iñigo Aznar, the Spanish club's chief commercial officer, said: "We are eager to continue our ecommerce partnership with Fanatics through until 2025, a partnership which is now even more strategic.

"During these last years Fanatics allowed us to reach our fans globally and improve their shopping experience. Likewise, the partnership enables us to boost the international business reaching new markets, which already represent more than 60 per cent of all sales. The outlook is that it will continue to rise in the coming years."

Zohar Ravid, general manager for Fanatics' international business, based in Barcelona, added: "Atlético de Madrid is one of the biggest and most successful teams in European football. They are admired across the world for their spirit and passion and we are excited to continue our partnership with them, growing their business and serving their fans both in Madrid and across the world."

In all, Fanatics operates more than 300 online and offline stores, with partners including the NFL, MLB, NBA, NHL, MLS and multiple teams from those leagues and US colleges, motor racing's Nascar, golf's PGA Tour and England's Football Association and Rugby Football Union.