- Australia is Fanatics’ fastest-growing market outside the US, with investment planned in infrastructure and local talent, including expansion of its Melbourne-based team.
- Over the past two years, Fanatics has added eight new partners across Australia and New Zealand, more than any region outside North America.
- The company will support partners at major international events, including the NBA x NBL Melbourne Series and the 2027 Rugby World Cup.
Fanatics, the global digital sports platform and leader in licensed sports merchandise, is accelerating its growth in Australia and New Zealand through new partnerships, a packed calendar of international sporting events, and significant investment in local operations.
The company’s international business has seen strong expansion, with Australia and New Zealand emerging as its fastest-growing markets outside the US.
“Australia and New Zealand are two of the most passionate sports markets in the world, and our commitment in this region is absolute,” said Stephen Dowling, International President at Fanatics. “From delivering unforgettable events to creating new opportunities for fans to connect with their teams, we’re proud to invest in a market with such energy and potential.”
Leveraging its global scale and local expertise, Fanatics has expanded its partnership portfolio in the region to include the AFL, Rugby Australia, New Zealand Rugby, Richmond Football Club, Essendon Football Club, Melbourne Storm, and the Australian Olympic Committee.
A new partnership with a major Australian sports organisation is set to be announced in the coming months, further cementing Fanatics’ position as a trusted partner for clubs, leagues, and sports organisations across Oceania.
Supporting major events
Fanatics will also support its partners at landmark sporting events in Australia over the coming years. That includes UFC in Perth this September, the NBA x NBL Melbourne Series in October, and WWE TakeOver Perth. Looking ahead, Fanatics will collaborate with World Rugby and Rugby Australia during the 2027 Rugby World Cup.
Since 2020, Fanatics has operated the online range of internationally licensed sports products for Australia’s largest sports retailer, rebel sport, providing fans with thousands of items from leading leagues, teams, and athletes. In the coming months, this range will expand by more than 10,000 additional products from US leagues, offering Australian fans the largest selection of international sports merchandise ever available on rebel sport’s eCommerce platform.
The company will also be expanding its Nike NFL and Nike MLB product lines, and renewing investment in Majestic supporter wear in the region.
Licensing elite European football clubs
On the global stage, Fanatics has strengthened its elite football club licensing programmes, representing clubs including Inter Milan, Juventus, and UEFA Champions League winners Paris Saint-Germain, bringing more exclusive products to Australian fans than ever before.
The company 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, blending sport and fashion for exclusive fan collections.
