The Australian Football League (AFL) has announced a new ten-year partnership with global licensed sports merchandise retailer, Fanatics, making them an official partner of the league for the first time.

The deal aims to revolutionise the retail experience for AFL fans across the globe, offering an extensive range of replica uniforms, and training and lifestyle wear across both the AFL and AFLW leagues.

In what will be the largest range of officially licensed AFL merchandise ever made available to fans, Fanatics will also introduce new designs and brands as part of their exclusive master licensing rights to manufacture, market, and sell official AFL supporter apparel and accessories.

Fanatic will collaborate with a strong portfolio of local AFL licensees synonymous with the game, including Kookaburra, Burley Sekem, and Licensing Essentials, to deliver the league’s supporter apparel range.

Additionally, the AFL’s official e-commerce and branded retail store rights will transition to Fanatics’ market-leading Cloud Commerce Platform (CCP) to deliver a world-class shopping experience for fans.

Commenting on the partnership, AFL executive general manager, customer and commercial, Kylie Rogers, said: “With access to Fanatics’ unparalleled global partner network, infrastructure and unrivalled technology, we are looking forward to rolling out a fresh retail offering, both online and in-person, ensuring we continue to meet and exceed the demands of the AFL’s loyal fanbase, no matter where they are or how they prefer to shop.”

Fanatics’ head of global corporate development, Zohar David, added: “Australian fans are famously passionate about sport, and we believe that historically they have been underserved relative to other markets when it comes to the merchandise made available, the distribution of that merchandise, and the freshness of the product.”

“We’re excited and grateful for the opportunity with the AFL, and we are also very excited to see what we can do holistically across all sports in the region and beyond merchandise with the AFL.

“The Australian fans will have more access to more relevant products as we continue to grow our presence in this sport mad country,” he said.

The AFL joins a cohort of elite sporting globes partnered with Fanatics, including Formula 1, International Olympic Committee, the National Football League, National Basketball Association, Paris Saint Germain, and Manchester United.

This announcement comes after the league pledged $360 million towards a 19^th AFL license.