Thursday, March 23, 2023

Royal Belgian Football Association Partners with Fanatics to Expand Merchandise Offering for Fans

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The Royal Belgian Football Association (RBFA) has today announced a long-term eCommerce and merchandising partnership with Fanatics, a digital sports platform and global leader in licensed sports merchandise, to enhance the shopping experience for fans of the Belgium National Football Team.

The deal, which lasts through UEFA EURO 2024 and the 2026 FIFA World Cup, means that Fanatics has become the exclusive operator for the official RBFA Online Store. Through this partnership, fans of the Belgian Red Devils and Red Flames will enjoy a significantly expanded range of merchandise available at, including officially licensed men’s and women’s player shirts, training gear, gifts and accessories.

The RBFA Online Store, which is now run and operated by Fanatics, means that the RBFA has access to Fanatics’ industry-leading Cloud Commerce Platform. The transformed online store provides fans of the Belgian National Football Team with a best-in-class shopping experience, whether shopping online or via mobile, featuring hi-resolution product displays, frictionless checkout, and the quickest access to new product offerings.

This partnership adds to Fanatics’ extensive football merchandising and retail portfolio, with the business officially partnered with the English FA, DFB (German FA), UEFA, and a number of the world’s leading football clubs.

Bart Cobbaert, Commercial Manager at the Royal Belgian Football Association, said: “Fanatics are known for creating best-in-class retail and merchandising experiences for fans of both club and international football, making them the perfect partner for us as we look to continually improve our offering to Belgium football fans, wherever they might be in the world.

“We know that this partnership will prove extremely exciting for our fans, who will benefit from the wide-ranging product assortment and overall online retail experience on offer, both now and over the years to come.”

Matthew Primack, Senior Vice-President, International Business Affairs & Development at Fanatics, said: “We are thrilled to announce this partnership with the RBFA, furthering our extensive experience across both international and club football. Our expertise, unparalleled global infrastructure and technology platform means that fans of the Belgian national teams, no matter where they might be in the world, can look forward to a seamless retail experience, both online and on mobile, providing access to an extensive product assortment, and the innovation in retail for which we are known.” 

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