Sheffield United confirm major five-year Fanatics deal ahead of Adidas kit reveal as fans sent cashless era update
The Blades have announced a five-year partnership with global sports retail giant Fanatics, with a refurbished club shop, new online store and Adidas' return all set to form part of a major overhaul ahead of the new season
Sheffield United have confirmed a five-year partnership with one of the world's biggest sports retailers, with Fanatics taking over the club's retail operation ahead of the launch of the new Adidas kit later this week.
The move promises a modernised shopping experience at Bramall Lane but is also likely to prompt questions from supporters after Fanatics developed a mixed reputation elsewhere over pricing and merchandise quality.
United’s Bramall Lane superstore is currently closed while it undergoes major refurbishment, with fans promised “a new modern operation and a significantly improved shopping experience” after what the Blades called “significant investment”.
And it has now been revealed that it will be overseen by Fanatics, who work with some of the biggest clubs in world football as well as major leagues like the MLS, MLB and NBA in the United States.
Fanatics has, however, attracted criticism from supporters at some clubs over pricing and merchandise quality, although it remains to be seen what impact, if any, the partnership will have on Sheffield United's retail offering.
A United statement announcing the partnership also revealed that, going forward, the club shop and ticket office will be “implementing a ‘cashless’ operation.” The club added that Fanatics’ “expertise in sports retail, ecommerce and licensed merchandise will help the club continue to develop and strengthen our retail offering for supporters.
“Looking ahead, the partnership will also create opportunities to introduce more locally inspired products and designs, alongside new ranges and collaborations which celebrate the identity of the club, Bramall Lane and the city.”
Stephen Bettis, United’s chief executive, said: "We are delighted to be partnering with Fanatics as we continue to invest in and enhance the retail experience for our supporters.
"This partnership is about much more than launching a new online store or refurbishing our retail space - it's about creating a modern, accessible and supporter-focused operation which reflects the ambitions of the football club.
"Fanatics brings a wealth of experience from successfully working with some of the world's leading sports organisations, and we're confident their expertise will bring significant improvements across our retail offering.
"We know how important official club merchandise is to our supporters, and together we are committed to providing a wider range of products, improved service and a retail environment that Blades fans can be proud of.
"This is an exciting step forward for the club, and we look forward to working closely with Fanatics in the years ahead."
Clare Dickinson, vice-president of football partnerships at Fanatics, added: "Sheffield United is a club with a passionate fanbase and a rich history, and we're proud to be trusted as their retail partner.
“Our focus is on bringing the world-leading technology, retail and merchandising expertise that we deliver for leading clubs and leagues around the world, so that every visit to the Blades Store, whether online or in person at Bramall Lane, reflects the standard these fans deserve.
"We're looking forward to building something special with the club, starting with the new online store and the reopening of the newly refurbished retail store at Bramall Lane next month."
As a result of the partnership, Unitedites will not be able to purchase from the online shop from 5pm this evening, with a further update due next Monday (July 6.)
The club said that “the short period of downtime follows the recent announcement of the club's new partnership with Fanatics, as preparations continue ahead of the new online retail store launch in early July to create an improved online supporter experience,” and apologised for any inconvenience caused.