The Royal Belgian Football Association (RBFA) has confirmed a long-term e-commerce and merchandising partnership with Fanatics to enhance the shopping experience for fans of the Belgium National Football Team.
The deal – which lasts through UEFA EURO 2024 and the 2026 FIFA World Cup – means that Fanatics has become the exclusive operator for the official RBFA Online Store.
Through the partnership, fans of the Belgian Red Devils and Red Flames will enjoy a significantly expanded range of merchandise available at https://shop.rbfa.be/ including officially licensed men’s and women’s player shirts, training gear, gifts and accessories.
The partnership further grows Fanatics’ extensive football merchandising and retail portfolio, with the business officially partnered with the English FA, DFB (German FA) and UEFA, as well as a number of the world’s leading football clubs.
“Fanatics are known for creating best in class retail and merchandising experiences for fans of both club and international football, making them the perfect partner for us as we look to continually improve our offering to Belgium football fans, wherever they might be in the world,” commented Bart Cobbaert, commercial manager at the Royal Belgian Football Association. “We know that this partnership will prove extremely exciting for our fans, who will benefit from the wide-ranging product assortment and overall online retail experience on offer, both now and over the years to come.”
Matthew Primack, svp, international business affairs and development at Fanatics, continued: “We are thrilled to announce this partnership with the RBFA, furthering our extensive experience across both international and club football.
“Our expertise, unparalleled global infrastructure and technology platform means that fans of the Belgian national teams, no matter where they might be in the world, can look forward to a seamless retail experience, both online and on mobile, providing access to an extensive product assortment, and the innovation in retail for which we are known.”
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