F1 extends Fanatics deal

Multi-year extension sees merchandise specialist retain global ecommerce and manufacturing rights.

F1 extends Fanatics deal

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  • Follows 40% sales growth in 2020
  • Sports merchandising company operates in 143 countries

Formula One has announced a partnership extension with sports merchandising company Fanatics.

Under the terms of the deal, Fanatics will retain global ecommerce and manufacturing rights to official Formula One merchandise.

Delivering products to fans in 143 countries, and following a 40 per cent growth in sales during 2020, Fanatics has continued its strong performance in 2021, growing sales by triple digits year-over-year.

Utilising cloud technology, the sports merchandising company offers fans faster website navigation and operates in a wide range of different languages.

"We are pleased to extend our ecommerce and licensing partnership with Fanatics on the back of an exceptional 2020 performance, which follows the remarkable growth we have seen over the last few years," said Ben Pincus, director of commercial partnerships at Formula One.

"Our ambition is to serve all our fans no matter where in the world they are located, and our focus in the years to come will be to access new markets and grow strategic territories like China."

Fanatics has partnerships with more than 300 sports series globally and has worked with Formula One to increase its sales by almost 200 per cent since 2017.