Chelsea FC extends tie up with digital sports platform and licensed merchandise specialist Fanatics
Chelsea FC has announced a long-term extension and expansion of its partnership with Fanatics, a digital sports platform and specialist in licensed sports merchandise.
The aim here is to deliver an enhanced online shopping experience for Chelsea fans, featuring upgraded site capabilities, exclusive content, and a wider range of products.
Under the expanded partnership, Fanatics will continue to operate Chelsea’s global e-commerce operations and will obtain further design and manufacturing rights to develop new fan apparel ranges.
The new site features enhanced product content, imagery and search functions utilising AI technology, faster checkout, and multiple language and payment offerings. Fans will also have access to exclusive merchandise, with the club utilising Fanatics’ supply chain to create bespoke products celebrating iconic moments on the pitch.
Head-to-head against Brazilian club, @FluminenseFC for a place in the final. 🆚
— Chelsea FC (@ChelseaFC) July 7, 2025
Support the Blues in person! 👇
Phil Lynch, Chief Digital Officer at Chelsea Football Club, says: “We are delighted to extend our partnership with Fanatics. Together, we are always looking for new and innovative ways to engage with our loyal fanbase, and with the launch of our new e-commerce platform, we have delivered a world class shopping experience though personalisation and a best-in-class commerce experience.”
Fanatics is currently partnered with the more than 50 football clubs worldwide, including recently announced tie ups with Inter Milan, Juventus, Leeds United and Sunderland. It is also the official licensing, e-commerce and event retail partner of UEFA.
Stephen Dowling, International President at Fanatics, comments: “Chelsea FC’s ambition to be at the forefront of global football makes this partnership exciting for us. Their loyal and passionate fanbase deserves the best merchandise and a seamless and elevated shopping experience when they shop online with the club. We are committed to delivering that for them in the years ahead and look forward to continuing our work together.”
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