The Argentine Football Association (AFA) and Fanatics, the Manchester-HQd global digital sports platform, have announced a new partnership that will significantly enhance the online shopping experience for fans of the Argentine national teams.
The long-term agreement will see Fanatics build and operate the official ecommerce store of the AFA, with the aim of reaching the growing global Argentine fanbase.
The AFA has promoted several brand expansion programs, and through the agreement with Fanatics it will look to strengthen commercial results and improve brand positioning of the national teams, giving fans access to a wide range of official merchandise, wherever they are in the world.
The new online store will offer fans of Messi, Maradona and Agüero a significantly expanded range of merchandise, with fans able to purchase official Argentina Adidas clothing, official AFA merchandise and a unique range of Argentina products developed and designed by Fanatics. In addition to the product offering on the website, fans will be able to participate in promotions for access to unique items and experiences such as autographed t-shirts or tickets for major tournaments.
The new online store, which will launch in 2024, will utilize Fanatics’ industry-leading Cloud Commerce Platform, meaning that Argentinian fans will be provided with a best-in-class shopping experience, whether shopping online or via mobile, featuring hi-resolution product displays and frictionless checkout.
Claudio Fabián Tapia, president of AFA, said: “It is very important for us that fans around the world can have access to the official products of our national team. That is why we believe that this agreement with a global leader like Fanatics will give our fans quick and direct access to them and will continue to strengthen and expand our brand internationally. Welcome Fanatics to the Argentine National Team family.”
Matthew Primack, senior vice-president, international business affairs & development at Fanatics, added: “Argentina boasts a rich football heritage and is one of the most successful nations in the history of the sport, so we are pleased to announce this new global partnership. Fans of Argentina are famously passionate about their team and we are privileged to launch a new online store for them, offering a wide range of merchandise to make it easier for them to show their support for La Albiceleste.
“Fanatics now works with many top international football federations, and we have extensive global capabilities, meaning that no matter where international football fans might be, they are able to buy the latest official merchandise to show their support for their country.”
Leandro Petersen, commercial and marketing director of AFA, said: “Within the global development of the Argentine National Team brand and the expansion of the AFA in the world, a crucial point is the access of our global fans to official products. As it could not be otherwise, we sought to associate ourselves with the number one in the market in sports merchandising to continue our expansion in the United States, Europe and the rest of the world. We are happy about this long-term agreement with Fanatics that will allow us to develop our official online store.”
