The NFL’s growing international push has received another boost, with e-commerce and merchandise powerhouse Fanatics extending its partnership to become the official partner of the 2025 NFL Dublin Game and the 2025 NFL London Game.
The announcement marks a significant step in Fanatics’ international growth strategy, embedding the brand deeper into the NFL ecosystem while also enhancing fan engagement outside the US.
Fan Experiences Beyond the Stadium
Fanatics will activate across both Dublin’s Croke Park (September 28, 2025) and London’s Tottenham Hotspur Stadium (October 5, 2025). The activations go beyond retail:
- Live DJ sets
- Interactive fan experiences
- Localized merchandise collections
By creating entertainment around the matches, Fanatics is positioning itself not only as a retailer but also as an experience partner — making NFL game days in Europe feel like mini-festivals.
Building on a Deep NFL Partnership
This move builds on Fanatics’ existing role as:
- Global e-commerce partner for the NFL
- Official retail operator for 14 franchises (both in-venue and online)
- Partner of 28 of 32 NFL teams
- Exclusive licensee for trading cards after replacing Panini in 2023
The 10-year deal between the NFL and Fanatics, signed in 2020, gave the company exclusive consumer product licensing rights. This includes producing and distributing all products designed by Nike, the NFL’s official apparel partner, through 2030.
With this latest expansion, Fanatics is not just selling jerseys. It’s embedding itself in the cultural experience of the NFL’s international growth.
What Leagues Can Learn?
For sports properties and leagues, the lesson here is clear: retail and merchandising can no longer be standalone verticals. They must be integrated into the live fan experience.
- Localisation matters: Tailored merchandise for Dublin and London fans builds deeper attachment.
- Experience economy rules: Today’s fans don’t just want to buy products; they want to live an immersive day around the sport.
- Partnership depth is everything: Fanatics isn’t just a sponsor. It’s a co-creator of the NFL’s global footprint.
Other leagues looking to expand globally — from cricket to basketball to women’s soccer — need to ask: are we maximizing our partners’ ability to activate before, during, and after the event?
What’s Next?
Fanatics’ model shows how to tie commerce, culture, and community into one package. The question is — which league will be next to replicate this playbook, and how far can Fanatics extend its dominance into other global sports?
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