3 August 2023, LONDON – DAZN Group, a leading global sports entertainment and live streaming business, and Fanatics, a global digital sports platform and leader in licensed sports merchandise, have today announced a 5-year strategic partnership. The vision of these two market-leading businesses will ensure a best-in-class integrated e-commerce experience for DAZN customers. 


From Q3 2023, Fanatics will enable the fast-growing customer base of 60+ million sports fans on DAZN’s platform to purchase a substantial product range, including licenced team merchandise and sports apparel, directly through the DAZN app wherever they are in the world. The second phase of integration, to be delivered within a year, will be a store, more deeply embedded in the DAZN experience. Tailored to the individual, there will be personalised moments within the DAZN journey linked to their user profile, favourite teams and players, with a single wallet and one-click purchasing.  


Fanatics’ vast assortment and global and expanding footprint, including its recent acquisitions to establish localised presence in Italy and Latin America, and growing presence throughout Australia and Asia will ensure every DAZN customer, regardless of location, has access to the latest releases and most relevant products. 


This partnership marks an important milestone in DAZN’s journey to becoming a destination platform for sports fans around the world; a single place for them to get everything they want – from live sports streaming and on-demand catch-up, news, analysis and highlights services, to betting, ticketing and now e-commerce, accessed through a single account and wallet with personalised discounts, bundles and free bets for an even richer, more immersive fan experience.  


Partnering with Fanatics and jointly committing to deep product integration and development is another major achievement in realising DAZN’s ambitions. Similarly, Fanatics is creating a destination to serve fan’s passions through commerce, collectibles, and betting and gaming, enabling fans to buy, collect and bet all within the Fanatics ecosystem.  


DAZN Group CEO Shay Segev said, “Fanatics is a world leader in licensed sports merchandise and has been on a phenomenal growth trajectory. DAZN is the perfect partner for them as they expand internationally – we are on a mission to build a single global destination platform for sports fans that removes friction and delivers everything they want in one place. Fanatics and DAZN share similar long-term goals, and this is a great beginning of a long-term partnership. Having an integrated online store where fans can buy their team’s official merchandise and sportswear is part of the overall fan experience – it’s an essential expression of support and fan culture to millions. This is a winning combination – Fanatics is a global leader in this space and DAZN has a huge, engaged and growing audience of sports fans.” 


Fanatics President, Business Affairs, Gary Gertzog, said, “Like Fanatics, DAZN is committed to providing global sports fans with the best possible experience when they visit its platform, and this partnership will enable DAZN to expand its offering and make it even easier for fans to access their favourite team merchandise. Finding new, innovative, and improved ways to better serve sports fans is something we are constantly focused on and enabling DAZN to bring a fully integrated merchandise offering to its platform helps to do this, we can’t wait to get started.”