The British & Irish Lions strike e-commerce partnership with Fanatics

The British & Irish Lions have signed a new e-commerce and manufacturing agreement with Fanatics, the global leader in licensed sports merchandising, that will see fans given access to the widest range of merchandise ever created for a Lions Tour.

The new partnership sees a coming together of the world’s greatest touring side and one of the world’s most pioneering sports and technology companies, to provide Lions supporters with a new range of fanwear and the most comprehensive array of merchandise ever offered.

Fanatics, the largest online licensed sports retailer in the world, who also look after England Rugby’s retail and online stores, have agreed exclusive global e-commerce rights with the Lions and will utilise their vertical commerce model to design, manufacture and distribute a wide range of official Lions fanwear. The extensive new range will be available at the new, official online Lions Store from today and will be available globally for rugby fans wherever they are based in the world.

“We are excited to be able to offer Lions supporters an extensive range of new products that they can wear with pride when supporting the team,” said Ben Calveley, British & Irish Lions Managing Director.

“The new Store will become the online destination to purchase Lions merchandise including the new replica shirt, as well as other Canterbury apparel and Hackett products when they come on the market later this year.”

Fanatics, which has offices and distribution centres in eleven countries throughout the world, partners with many of the most recognised and successful global sporting organisations, including NFL, NBA, MLB, NHL, Manchester United, Manchester City, Chelsea, Paris Saint-Germain, Bayern Munich, England Rugby, Ryder Cup and Formula One.

“The Lions are one of the most iconic teams in global sport and it is an honour to be partnering with them for the 2021 Tour to South Africa,” commented Zohar Ravid, Fanatics’ International General Manager.

“In partnering with Fanatics, the Lions will gain access to cutting edge e-commerce systems and industry leading technology. This will provide rapid navigation for fans across online and mobile sites meaning larger, hi-resolution product displays, frictionless checkout, faster website performance and the quickest access to new product offerings.”


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