Hibernian FC has unveiled a new omnichannel retail and merchandising partnership with global digital sports platform, Fanatics.
The long-term partnership sees Fanatics become the exclusive operator for Hibernian FC’s official online store, while also operating the club’s stadium store at Easter Road and event retail.
As part of the deal, Fanatics will also design, manufacture and distribute additional Hibs fan product, ensuring supporters will have access to an extensive assortment of club merchandise including officially licensed replica kits, training and lifestyle wear.
The online Hibernian Direct store – which will launch on Tuesday 11 June – has been re-built from the ground up on Fanatics’ Cloud Commerce Platform (CCP). Fanatics is also committing significant financial investment towards fully refurbishing the Hibernian FC stadium shop, which will re-open for fans in late June.
“We are committed to delivering a first-class retail experience to our supporters, so partnering with Fanatics – a world leader in sport – was the natural next step for us,” commented Murray Milligen, head of commercial at Hibernian FC. “We look forward to showing our fans the refreshed online and Easter Road stores, which utilise Fanatics’ global capabilities and vast experience across sport. This partnership is a ground-breaking one for Hibs and will have a hugely beneficial impact on our supporters.”
The partnership adds to Fanatics’ growing portfolio across European football, with the business having most recently partnered with Sunderland AFC to operate the Club’s online and stadium stores.
Anna Mitchell, senior director, international business development at Fanatics, continued: “We are delighted to partner with Hibernian FC, which has a rich and storied history in Scottish football. We are committed to delivering for fans, no matter where they are in the world or how they may prefer to shop, and look forward to providing Hibs fans with the very best experience, shaped by our learnings drawn from across many of the biggest and best clubs in football.”
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