Aston Villa extend Fanatics deal after club sees 450% rise in ecommerce sales since 2017
Aston Villa have extended their wide-ranging partnership with sports merchandise giant Fanatics, which covers the Premier League club’s ecommerce, retail and manufacturing operations.
The English soccer club first partnered with Fanatics in 2017 and has been renewed after Villa saw online merchandise sales increase by more than 450 per cent over that period. Visits to Villa’s online store have also increased by more than 300 per cent during the course of the partnership, while Fanatics delivered the club’s merchandise to fans in 85 different countries in 2021.
In addition to the operational elements of the deal, the extension will see Villa will continue to utilise Fanatics’ cloud commerce technology, which is designed to ease the user experience across the club’s ecommerce platforms.
“Our partnership with Fanatics has been highly successful and has experienced significant growth in recent years, so we are thrilled to have cemented this relationship through this extension of our partnership,” said Nicola Ibbetson, chief commercial officer at Aston Villa.
“We have seen sales grow significantly over the past few years and going forwards the focus will be on increasing the product offering for Aston Villa’s growing global fanbase and continuous improvement to the innovation and technology we can bring to the retail experience for our fans.”
Danny Downs, Fanatics’ UK general manager, added: “From the moment we first partnered with Villa in 2017 we could see that the fans were incredibly passionate about their team and we have been privileged to serve them wherever they might be based in the world. We can’t wait to bring them even more choice in the coming years and continue our partnership with this innovative and forward-thinking club.”
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