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Nigel TAYLOR Published
May 12, 2025
As sporting merchandise links go, this is pretty big. In a “ground-breaking partnership”, digital retail platform Fanatics has joined broadcaster Sky Sports to launch a sports merchandise e-store, available in the UK, Ireland, Germany, Austria, Switzerland and Italy.
It's ground-breaking, in that the store is a first for Sky Sports and it's Fanatics’ first partnership with a European broadcaster too.
Powered by Fanatics, it will give fans access to a major range of licensed products from over 900 of the largest sporting organisations including Premier League football, Formula One, NFL, NBA, cricket and more. Fans will be able to purchase products via shop.skysports.com.
As part of the deal, Fanatics will also have the opportunity to create Sky Sports-branded products in the future.
Yath Gangakumaran, Commercial Director at Sky Sports, said: "This new e-commerce platform… continues to drive innovations which deliver the best possible experience for sports fans. Fanatics is an established global leader in this space, and as partners, our combined expertise will enable us to deliver an industry-leading and seamless experience.”
Matthew Primack, Senior Vice-President for International Business Affairs and Development at Fanatics, added: “This launch marks a significant milestone for Sky, Fanatics, and sports fans more widely because it will close the gap between fans watching sports and wanting to gain access to product, through which they can demonstrate their allegiance to their favourite team kits and colours, in the moment.”