Leeds United is thrilled to announce a new retail partnership with Fanatics, a global digital sports platform and leading provider of licensed sports merchandise. This collaboration will significantly enhance the retail experience for Leeds fans both locally and worldwide.
Under this partnership, Fanatics assumes the role of the exclusive operator for the Leeds United online store and all official retail locations across Leeds, including the prominent flagship store at Elland Road. Leveraging its extensive experience with over 900 sports clubs and organizations globally, Fanatics will elevate the shopping experience for Leeds fans, delivering a seamless journey regardless of where or when they choose to shop.
Beyond distributing Leeds United’s adidas products, Fanatics secures the rights to manufacture a diverse range of fanwear and accessories. This ensures supporters have access to high-quality Leeds United merchandise that caters to every taste and style, offering the most expansive selection of Leeds United merchandise available.
The revamped online store, slated for launch in summer 2025, will utilize Fanatics’ industry-leading Cloud Commerce Platform. This same technology powers leading global sporting clubs, leagues, and organizations like Paris Saint-Germain, Juventus, Chelsea, UEFA, NFL, NBA, and Formula One. The transformed site promises a world-class online shopping experience for Leeds fans, featuring high-resolution product displays, seamless checkout processes, multiple language options, and rapid access to new merchandise releases.
Speaking following the announcement, Morrie Eisenberg, Chief Operating Officer at Leeds United, expressed: “Our fans, both in Leeds and around the world, are the heart of our club. They are at the center of everything we do. We are absolutely thrilled to partner with Fanatics – a global leader in this field with unmatched global reach and experience in delighting fans.”
“This partnership will bring numerous benefits to our fans, including improved access to a wider range of products, enhanced online and in-person retail facilities, and exciting new Leeds United merchandise available for fans shopping both locally and online from anywhere in the world.”
Stephen Dowling, International President at Fanatics, stated: ”Leeds United is an iconic football club renowned worldwide for its rich history of success and passionate fanbase. We will dedicate ourselves to ensuring Leeds United fans receive the highest standard of service, the best products, and the widest selection, no matter what they purchase or where they are located. We are eager to begin working with the club and look forward to serving Leeds fans starting next season.”
Fanatics, with offices and manufacturing facilities in over 80 locations across the globe, will serve Leeds fans from its new state-of-the-art distribution facility spanning 185,000 square feet in Northern England. This facility currently ships to sports fans across more than 180 countries worldwide.
Chris Smith, Senior Director of Business Development at Fanatics, added: “Growing up in Leeds, I am well aware of the fervent passion Leeds United fans possess and the club’s deep significance to the city. I’m immensely proud and excited that we are partnering with this unique club, bringing fresh ideas and enhancing the retail experience for Leeds United fans both here in Leeds and across the world.”
