Atlético de Madrid, Fanatics renew agreement until 2025

Our club will continue to take advantage of the company’s global footprint and state of the art technology to better serve our fans around the world.

Atlético de Madrid and Fanatics, the global leader in licensed sports merchandise, announced on Wednesday the renewal until 2025 of their e-commerce and manufacturing deal. Our club will continue to take advantage of the company’s global footprint and state of the art technology to better serve our fans around the world.

The new deal will see Fanatics retain global e-commerce and manufacturing rights for our team, ensuring that the club's fans will have access to one of the largest ranges of merchandise in the world through our official online store at´

Fanatics, which partners with more than 300 of the biggest sports clubs and organizations worldwide, will exclusively operate the global e-commerce business for our club. In 2020 alone Fanatics delivered merchandise to Atlético fans in 96 different countries.

In continuing their partnership with Fanatics, one of the most innovative companies in the world, Atlético de Madrid will utilize cutting edge e-commerce systems and the company’s vertical commerce model, which combines on-demand manufacturing with an agile supply chain to produce the timeliest assortments of merchandise for fans. Fanatics’ global network, which is now based out of eleven countries worldwide ensures that Atlético fans will be able to show their support for the team wherever they are based.

Iñigo Aznar, CCO of Atlético de Madrid, said: "We are eager to continue our ecommerce partnership with Fanatics through until 2025, a partnership which is now even more strategic.

“During these last years, Fanatics allowed us to reach our fans globally and improve their shopping experience. Likewise, the partnership enables us to boost the international business reaching new markets, which already represent more than 60% of all sales. The outlook is that it will continue to rise in the coming years."

The Club will also utilize Fanatics’ industry leading Cloud Commerce technology which provides rapid navigation for fans across online and mobile sites. This will mean faster website performance, larger hi-resolution product displays, local languages and currencies and frictionless checkout, transforming the online shopping experience for Atlético fans.

Zohar Ravid, General Manager for Fanatics’ International Business and based at the organization’s Spanish Head Office in Barcelona, said: “Atlético de Madrid is one of the biggest and most successful teams in European football. They are admired across the world for their spirit and passion and we are excited to continue our partnership with them, growing their business and serving their fans both in Madrid and across the world.

“Our cloud commerce system will give Atlético fans an unrivalled experience online, ensuring that they have a much quicker and easier time selecting and buying their merchandise, no matter how strong the demand. We will help the Club to benefit from the significant investment we make in technology each year, the learnings we collect from the hundreds of partners on our platform and the truly global access, ensuring all fans across the world are able to access merchandise using their locally preferred language and currency.”

Fanatics partners with several of the biggest football clubs across Europe and some of the largest sporting organizations in the world, including NFL, NBA, MLB, NHL, England Rugby and Formula One.


As the global leader in licensed sports merchandise, Fanatics is changing the way fans purchase their favorite team apparel and jerseys through an innovative, tech-infused approach to making and selling fan gear in today's on-demand culture, including manufacturing and distributing all Nike NFL and MLB jerseys and fan apparel sold at retail. Operating multi-channel commerce for the world's biggest sports brands in every major geography in the world - be that the USA, Asia-Pacific, Europe or South America - Fanatics offers the largest collection of timeless and timely merchandise whether shopping online, on your phone, in stores, in stadiums or on-site at the world's biggest sporting events.

As multi-channel company, Fanatics operates more than 300 online and offline stores, including the e-commerce business for all major professional sports leagues (NFL, MLB, NBA, NHL, NASCAR, MLS, PGA), and more than 200 collegiate and professional team properties, which include several of the biggest global soccer clubs (Paris Saint-Germain, Manchester United, Chelsea, Bayern Munich). The company's in-venue and event retail portfolio includes the FA Wembley Store, England Rugby Twickenham Store and NBA & NHL flagship stores in New York City along with in-arena stores for dozens of European football, NFL, NBA, MLB, NHL teams and numerous college teams.