Football Australia Partners with Fanatics

Football Australia has signed a new partnership with global licensed merchandise company Fanatics, which will operate the organisation’s official online retail platforms in Australia and internationally.

The agreement is intended to improve both the product range and purchasing experience for supporters of the CommBank Matildas and the CommBank Socceroos, while expanding Football Australia’s commercial reach into overseas markets.

Under the deal, Fanatics will manage the online store from its regional headquarters in Melbourne.

Orders for Australian customers will be fulfilled through a local distribution centre, while international orders will be supported by the company’s wider global network.

Fanatics describes Australia as its fastest growing market outside the United States, and plans to expand its Melbourne team and local infrastructure as part of the partnership.

The agreement comes as Australian football experiences record participation levels and prepares for a cycle of major international tournaments, including the AFC Women’s Asian Cup 2026 on home soil, FIFA World Cup 26™, AFC Asian Cup 2027, and the FIFA Women’s World Cup Brazil 2027™. 

Commenting on the partnership, Football Australia interim CEO, Heather Garriock, said: “Football has millions of passionate fans in Australia who love showing their support for the CommBank Socceroos and CommBank Matildas.”

“Football Australia’s merchandise strategy, delivered by Fanatics, will enable us to serve our fans in a way that was not possible before.

“With a growing number of Socceroos and Matildas players based in overseas leagues, and with many Australian fans based internationally, it was important that we could extend our reach into international markets,” Garriock said.

International president at Fanatics, Stephen Dowling, added: “Football in Australia is experiencing incredible momentum, and we’re proud to partner with Football Australia at such a pivotal and exciting moment for the sport in this country.”

Central to the deal is the use of Fanatics’ Cloud Commerce Platform, the same e-commerce system powering online retail for global sporting organisations including the International Olympic Committee, Paris Saint-Germain, Juventus, Formula 1, and the major US leagues.

The technology is designed to enable faster fulfilment, personalised product recommendations and real-time inventory management.

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