Fanatics, the e-commerce and merchandise giant, has agreed a new partnership Australian National Rugby League (NRL) club Melbourne Storm.

Through the agreement, Fanatics will re-launch and exclusively operate the official Storm Store online, along with gameday retail at AAMI Park.

Storm fans will be able to access a full assortment of officially licensed Storm merchandise, including jerseys, training wear, leisurewear, headwear, hard goods, and fan apparel.  

The new online Storm Store utilizes Fanatics’ Cloud Commerce Platform (CCP).

The deal marks Fanatics’ first-ever partnership in the NRL and enhances its presence in Australia. 

Melbourne Storm CEO, Justin Rodski, said: “We’re excited to be partnering with Fanatics and joining some of the biggest and well-known clubs and brands around the world on their global digital sports platform. It gives us another opportunity to showcase Melbourne Storm on the world stage.”

Fanatics made its first move in Australian sports with Australian rules football’s AFL in March 2023 and followed that up by making Essendon its first club deal later that year, before recently adding Richmond.

The firm further expanded in the market by partnering with Rugby Australia earlier this year.