Fanatics Expands NFL Presence with European Games Partnership
LONDON – September 19, 2025 – Fanatics has extended its partnership with the National Football League to become the official retail provider for NFL games held in london, solidifying its growing international footprint within the sports merchandise market. The multi-year agreement, announced today, will see fanatics manage all on-site retail operations at Tottenham Hotspur Stadium and Wembley Stadium for all NFL London Games.
This expansion builds upon Fanatics’ existing relationship with the NFL in North America,and arrives as the league continues to cultivate a dedicated fanbase across the United Kingdom. The deal provides the NFL with a proven retail partner to enhance the game-day experience for European fans, while offering Fanatics a significant possibility to tap into the burgeoning market for NFL merchandise outside of the United States. the partnership encompasses all aspects of retail,including design,production,and sales of NFL-branded apparel and merchandise.
The NFL has played annual International Series games in London since 2007, and has seen consistent growth in attendance and viewership. In 2025, five regular-season games are scheduled to be played in London, underscoring the league’s commitment to the UK market. Fanatics’ involvement aims to elevate the retail component of these events, offering fans a wider selection of officially licensed products and a more seamless shopping experience.
Fanatics currently partners with major sports leagues including the MLB, NBA, and NHL, providing merchandise solutions for teams and events globally. The company’s vertically integrated model, encompassing everything from design to fulfillment, positions it as a key player in the evolving landscape of sports retail.
