Fanatics Forms New Partnership with Football Australia
Football Australia has announced a new collaboration with Fanatics to enhance the shopping experience for fans of the CommBank Matildas and CommBank Socceroos. This partnership improves access to an extensive range of official merchandise for supporters.
Expanded Merchandise Availability
Under this agreement, Fanatics will manage Football Australia’s online store both domestically and internationally. Fans around the world will be able to purchase a broad variety of merchandise representing both teams.
Context of the Partnership
This deal arrives as Australian football reaches new popularity peaks, ahead of key international tournaments scheduled in the near future:
- AFC Women’s Asian Cup 2026 in Australia
- FIFA World Cup 2026
- AFC Asian Cup 2027
- FIFA Women’s World Cup Brazil 2027
Fanatics’ Operational Details in Australia
Fanatics, operating in over 80 countries, will oversee this partnership from its Melbourne regional headquarters. Local orders will be fulfilled via a distribution center in Melbourne, ensuring efficient service across Australia.
The company highlights Australia as its “fastest growing market outside of the US,” with plans to invest in local infrastructure and talent, including expanding its Melbourne-based team.
Heather Garriock, Football Australia’s Interim CEO, 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.”
Author’s summary: The new partnership with Fanatics promises to boost international access to official CommBank Matildas and Socceroos merchandise, supported by Fanatics' growing Australian operations and local fulfillment.