Credit: SportBusiness
Fanatics, the global leader in licensed sports merchandise and digital sports commerce, is experiencing record-breaking growth in Australia and New Zealand. Already one of the world’s most dynamic sports markets, the region has become Fanatics’ fastest-growing territory outside the United States, driven by strategic partnerships, expanding product lines, and major international events.
Building Local Infrastructure and Partnerships
Fanatics is not simply exporting its global model to Oceania — it is embedding itself in the region. With a Melbourne-based team set for expansion, the company is investing in local infrastructure and talent to serve the unique demands of fans in Australia and New Zealand.
Over the past two years, Fanatics has added eight new partnerships across the region, more than in any other international market outside North America. These include landmark agreements with:
- AFL and multiple AFL clubs (Richmond, Essendon)
- Rugby Australia and New Zealand Rugby
- Melbourne Storm in rugby league
- The Australian Olympic Committee
A new high-profile partnership with a major Australian sports organisation is expected in the coming months, reinforcing Fanatics’ long-term commitment to Oceania.
Aligning with Global Events
Fanatics’ growth is closely tied to the region’s sporting calendar, which is increasingly global in scope. The company is set to support partners during:
- UFC in Perth (September 2025)
- NBA x NBL Melbourne Series (October 2025)
- WWE TakeOver Perth
- 2027 Rugby World Cup in Australia
By aligning merchandise operations with these events, Fanatics ensures fans can access exclusive apparel and collectibles that enhance the live experience and extend engagement long after the event ends.
Expanding Retail and Product Portfolios
Since 2020, Fanatics has powered the eCommerce platform for rebel sport, Australia’s largest sports retailer. This partnership already provides thousands of licensed products from global leagues and athletes, and in the coming months, rebel’s online range will expand by more than 10,000 new products from US leagues, including the NFL and MLB — the most extensive collection of international sports merchandise ever available in Australia.
Fanatics is also doubling down on its Nike NFL, Nike MLB, and Majestic lines, ensuring fans across Oceania have access to premium licensed apparel previously limited to North American markets.
Blending Sport and Fashion
In addition to traditional merchandise, Fanatics is helping reshape the intersection of sport and lifestyle fashion. Collaborations such as Mitchell & Ness x AFL, Homie x AFL, and Elite Eleven x AFL represent a new era of fanwear — collections that appeal not only to core supporters but also to fashion-conscious consumers.
This dual positioning — as both a sports merchandiser and cultural collaborator — is key to sustaining growth in young, digitally engaged markets like Australia and New Zealand.
Why Oceania Matters for Fanatics and the Industry
At 365247 Consultancy, we view Fanatics’ Oceania strategy as a case study in regional growth with global ambition. The key takeaways for clubs, leagues, and brands are:
- Invest Local, Scale Global: Fanatics’ Melbourne hub shows how local operations create trust and speed while benefiting from global scale.
- Leverage Event Economies: Major global events are not just showcases for sport but for merchandise ecosystems that drive recurring revenue.
- Expand the Product Universe: Offering fans 10,000+ new items is not just about choice — it’s about turning fandom into a lifestyle.
- Fuse Culture and Commerce: Collaborations with fashion labels illustrate how sport can remain relevant beyond the stadium.
The Bigger Picture
Australia and New Zealand are often considered “mature” sports markets, but Fanatics’ record growth proves there is still significant headroom when global scale meets local expertise. For brands, the message is clear: invest early in emerging fan behaviours, or risk being left behind as new cultural economies take shape.
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