Championship football team Sheffield United shakes hands on long-term retail partnership with Fanatics
Sheffield United and Fanatics have announced an exclusive long-term partnership under which Fanatics, a specialist in licensed sports merchandise, will manage the football club's official retail operations across e-commerce, mobile and in-store.
The news has been put out there shortly before the Blades Store at Bramall Lane reopens in July, following a refurbishment. The reopening will coincide with the early July launch of the club's new adidas home shirt and training wear range.
Fanatics will service the online Blades store from its 185,000 square foot distribution facility in Manchester, and brings expertise across sports retail, e-commerce and licensed merchandise. That experience will underpin the club's retail offering going forward, with the partnership also set to introduce more locally inspired products and merchandise designs, alongside new ranges and collaborations celebrating the identity of the club, Bramall Lane and the city of Sheffield.
Stephen Bettis, Chief Executive Officer at Sheffield United, says: "We are delighted to be partnering with Fanatics as we continue to invest in and enhance the retail experience for our supporters. This partnership is about much more than launching a new online store or refurbishing our retail space - it's about creating a modern, accessible and supporter focused operation which reflects the ambitions of the football club.”
"Fanatics brings a wealth of experience from successfully working with some of the world's leading sports organisations, and we're confident their expertise will bring significant improvements across our retail offering. We know how important official club merchandise is to our supporters, and together we are committed to providing a wider range of products, improved service and a retail environment that Blades fans can be proud of. This is an exciting step forward for the club, and we look forward to working closely with Fanatics in the years ahead.”
Clare Dickinson, Vice President of Football Partnerships at Fanatics, says: "Sheffield United is a club with a passionate fanbase and a rich history, and we're proud to be trusted as their retail partner. Our focus is on bringing the world leading technology, retail and merchandising expertise that we deliver for leading clubs and leagues around the world, so that every visit to the Blades Store, whether online or in person at Bramall Lane, reflects the standard these fans deserve. We're looking forward to building something special with the club, starting with the new online store and the reopening of the newly refurbished retail store at Bramall Lane next month.”
2026 RTIH Innovation Awards
Online retail will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
