Sunderland AFC has secured a new long-term partnership with Fanatics, which will see the global digital platform and sports merchandise specialist become the club’s new retail partner until 2034.
The partnership will enhance the shopping experience for Sunderland fans, with Fanatics becoming the exclusive operator for the club’s online and stadium store.
This will include significant investment in a new retail store at the Stadium of Light, which will be located at Black Cat House, forming part of the club’s plans to redefine fan experience across its retail, servicing and ticketing operations.
The new SAFC online store, which will launch this June, will also be re-designed on Fanatics’ Cloud Commerce Platform (CCP), which is used by many of the biggest sports organisations in the world.
In addition, Fanatics will ensure SAFC fans have access to the widest assortment of merchandise ever made available on the store, including extensive product ranges for young supporters and women.
Supporters will also have access to a dedicated customer service team, including a phoneline from 9:30am to 5pm, seven days a week, as part of a significant retail offering that signals the start of a new era for fan culture on Wearside.
“We are committed to raising the game for our fans and providing them with a best-in-class service and that is why we are delighted to welcome Fanatics, a company that is renowned as the best at what they do in world sport,” commented David Bruce, SAFC’s chief brand and commercial officer. “With Fanatics set to bring their exceptional and unrivalled levels of servicing to Wearside, we cannot wait for our fans to see the new store, both online and at the Stadium of Light, this summer.”
Anna Mitchell, senior director of business development, UK Teams and Sports, at Fanatics, added: ‘We’re looking forward to working with the club to create the new retail store in such a prominent location next to the stadium and our learnings across football clubs and stadiums globally will help shape a space that all fans will be excited to visit. Our experience with football clubs across the world is that each one is unique, and with the club we’ll help to create bespoke product ranges, making sure that there is good availability and choice for all fans. Having worked for a football club, I understand how important it is to provide every fan, who wear club colours with such pride, with a great experience when they shop.”
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
