Germany’s DFB GmbH is realigning its merchandising and is working with Fanatics, the world’s leading sports merchandising company, starting in January 2019. The cooperation covers the entire vertical business model, i.e. design and production of fan apparel and products, accessories, souvenirs and memorabilia as well as their worldwide distribution and holistic distribution via all online and offline channels.
As part of the collaboration Fanatics takes over the operation of the DFB fan shop including the associated online marketing. Similarly, the company covers the merchandise sale in the stadium at the home games of the national team.
Even better to vote on the fan interests
“The cooperation with Fanatics allows us to consistently expand our product range and to better match the needs of our fans,” says Denni Strich, Managing Director of DFB GmbH. “We can also drive the internationalization of our brands with fanatics, and we know that we have the perfect partner for us, especially in the e-commerce business.”
Joachim Hilke, Managing Director of Fanatics Germany, sees great potential in the cooperation, “We are happy to have won the DFB as a new partner and will do everything possible to ensure that fans of the national team have access to a wide range of products worldwide At the same time, we guarantee our fans a contemporary shopping experience – whether online, in the stadium or in stationary stores.”
Fanatics is the world’s leading provider of licensed sporting goods and merchandise. In the US, the company is an exclusive merchandising partner for the NFL, NBA, NHL and MLB. Well-known clubs such as Real Madrid, Manchester United and Paris St. Germain are already part of the partner portfolio in Europe. Since this year Fanatics is also active in Germany.