Millwall F.C. signs Long-Term Multichannel Retail Partnership with Fanatics to Create World-Class Shopping Experience for Fans

Millwall F.C. has today announced a long-term multichannel retail partnership with Fanatics, a digital sports platform and global leader in licensed sports merchandise that works with many world-leading football clubs and globally renowned sporting organizations, to enhance the shopping experience for its supporters worldwide. 

Under the terms of the deal, Fanatics has become the exclusive operator for both Millwall’s online store, and the official Millwall F.C. store on-site at The Den. The deal also sees Fanatics acquire the rights to sell officially licensed Millwall F.C. merchandise across its own network of sites, including fanatics.co.uk and kitbag.co.uk, as well as selected retail partners. 

With this partnership, Fanatics has also gained the rights to manufacture a wide variety of Millwall F.C. fan apparel and accessories, ensuring fans of The Lions have access to the widest assortment of high-quality Millwall fan merchandise available.

The revamped online Millwall Lions Store, which launches June 1st, means that Millwall F.C. fans will have access to Fanatics’ industry-leading Cloud Commerce Platform (CCP). This means that the Millwall Lions store will be powered by the same technology as leading global sporting clubs and organisations such as UEFA, a host of leading Premier League, La Liga and Ligue One clubs, the NFL, NBA and Formula One.  

With Fanatics’ Cloud Commerce Platform, Millwall fans will benefit from learnings accumulated across more than 900 of the world’s largest sports organisations, and the thousands of tests across the different sites conducted by Fanatics each year. Subsequently, the transformed Millwall Lions site will provide Millwall supporters with a best-in-class shopping experience, whether shopping online or via mobile, also featuring hi-resolution product displays, frictionless checkout, and the quickest access to new product offerings.

As part of the partnership, Fanatics will also take over on-site retail at The Den, bringing its extensive experience operating in-venue retail for partners such as The FA at Wembley Stadium and England Rugby at Twickenham, to significantly enhance the shopping experience for Millwall fans attending home games. 

Steve Kavanagh, Chief Executive at Millwall, said: "We are delighted to confirm our partnership with Fanatics as we continue working tirelessly to enhance what we offer to our passionate and dedicated fans. Given Fanatics’ extensive football credentials and experience in creating world-class retail experiences, both online and in-person, they are the perfect partner to help take our retail and merchandising offering to the next level.” 

Anna Mitchell, Director of Business Development, UK Teams & Sports at Fanatics, said: “Millwall F.C. fans are well-known for their passion and dedication to their team. We are therefore excited to partner with the club, utilizing its knowledge of the Millwall fanbase to help offer supporters a first-class shopping experience, which has been refined and shaped by our work with many of the world’s biggest football and sports teams. 

“We look forward to leveraging our experience, world-leading technology and global infrastructure to better enable Millwall fans to show their passion and pride for their club, whether they choose to shop online or in person at The Den.” 

Fanatics partners with more than 900 sporting organizations and leagues across the world, including a number of global Premier League, Serie A, La Liga and Ligue One football clubs, UEFA, The FA, FFF, DFB, RBFA, England Rugby, NFL, NBA and Formula One.