English second-tier soccer club Leeds United have announced a new retail partnership with e-commerce and merchandise giant Fanatics.

The agreement makes Fanatics the exclusive operator of the Leeds United online store, and all official retail locations based across the city, including the flagship store at Elland Road.

In addition to being a distributor for Leeds United’s adidas products, Fanatics will have the rights to manufacture a variety of fanwear and accessories.

The overhauled online store, which will launch when the partnership begins in the summer of 2025, will use Fanatics’ Cloud Commerce Platform.

Morrie Eisenberg, chief operating officer at Leeds United, said: “This partnership will offer our fans a number of benefits, including better access to a wider range of products, enhanced online and in-person retail facilities, and new, exciting Leeds products available for fans both shopping in our stores locally, and at the click of a button from wherever they are in the world.”

Fanatics will provide Leeds with the same technology it offers other sporting clubs, leagues, and organizations such as Paris Saint-Germain, Juventus, Chelsea, UEFA, NFL, NBA, and Formula 1.

Last week, the World Rugby global governing body struck an exclusive worldwide deal with Fanatics, through which the brand takes responsibility for World Rugby’s retail and licensing program through 2029.