Fanatics to operate Football Australia’s official online store from its Melbourne headquarters, leveraging global platform and local infrastructure to provide merchandise for supporters both at home and abroad
Football Australia is excited to announce a new partnership with Fanatics, a digital sports platform and global leader in licensed merchandise.
The new partnership will give fans of the CommBank Matildas and the CommBank Socceroos an enhanced shopping experience and better access to a wider range of official merchandise, both in Australia and across the world.
Under the new agreement, Fanatics will operate Football Australia’s official online store both in Australia and internationally. Drawing on its global capabilities and deep experience in football, Fanatics will provide Australian fans with a wide range of high-quality merchandise to show their support for both teams, wherever they are in the world.
The announcement comes at an exciting time for Australian football, with participation levels at record highs and as the nation prepares for a packed schedule of major international tournaments including the AFC Women’s Asian Cup 2026, which will take place on home soil, as well as the FIFA World Cup 26™, AFC Asian Cup 2027 and FIFA Women’s World Cup Brazil 2027™.
Fanatics, which has offices in more than 80 countries across the world, will manage the partnership from its regional headquarters in Melbourne, with local orders serviced from its distribution centre in the city. Australia is Fanatics’ fastest growing market outside of the US, with investment in Australian infrastructure and local talent planned, including expansion of its Melbourne-based team.
Football Australia Interim Chief Executive Officer, 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.”
At the core of the partnership is Fanatics’ innovative Cloud Commerce Platform, which will power a dynamic and personalised shopping experience for fans of the CommBank Matildas and the CommBank Socceroos. The technology, which is used by more than 900 sports clubs and organisations across the world including The International Olympic Committee, Paris Saint-Germain, Juventus, NFL, NBA, MLB, NHL and Formula 1, enables real-time inventory management, faster checkout and tailored product offerings, ensuring fans both in Australia and worldwide receive the merchandise they want, when and where they want it.
Stephen Dowling, International President at Fanatics, said: "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.
“This new partnership cements Fanatics’ role as the trusted partner for leading clubs, leagues, and sports organisations across Oceania and supporters of both the CommBank Matildas and the CommBank Socceroos can look forward to an enhanced, more connected shopping experience. As we continue to grow and expand our team and presence here in Australia, we’re excited to work with Football Australia to deliver for their fans both here at home and around the world. We’re particularly excited to work with the team at the upcoming major tournaments, including the FIFA World Cup 26™ in our founding market of the USA, where we will give the team a warm welcome!"
About Fanatics
Fanatics is a leading global digital sports platform. We ignite the passions of global sports fans and maximize the presence and reach for our hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming, allowing sports fans to Buy, Collect, and Bet. Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform.
Fanatics has an established database of over 100 million global sports fans; a global partner network with over 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners; over 5,000 athlete and celebrity relationships and over 250 exclusive athlete partnerships; and over 2,000 retail locations, including our Lids retail stores. Our more than 22,000 employees are committed to relentlessly enhancing the fan experience and delighting sports fans globally.
On the global stage, Fanatics has strengthened its elite football club licensing programs in the Oceania region, now representing clubs such as Inter Milan, Juventus and UEFA Champions League winners Paris Saint-Germain, bringing more exclusive products directly to Australian fans than ever before. Fanatics is also pioneering collaborations between Australian sports and leading fashion labels, such as Mitchell & Ness x AFL, Homie x AFL and Elite Eleven x AFL. These partnerships blend sport and fashion, offering fans access to fresh, exclusive collections that reflect both their team loyalty and personal style.
