Derby County has today announced a long-term multichannel retail and licensing partnership with Fanatics, a global leader in licensed sports merchandise, which will significantly enhance the shopping experience for its supporters and provide the widest assortment of merchandise ever made available to an English club outside of the Premier League.

The deal, which runs until 2031, will see Derby take advantage of Fanatics’ innovative vertical commerce model, with Fanatics launching and operating Derby’s e-commerce and mobile platform, operating on-site retail at Pride Park Stadium's DCFCMegastore and managing the club’s overarching apparel, teamwear and hard goods licensing programme.

The newly revamped, which launched today, ensures Derby supporters have access to a new technology-laced e-commerce platform powered by Fanatics’ industry-leading Cloud Commerce Platform. The transformed site will provide Derby supporters with a best-in-class shopping experience, whether shopping online or via mobile, featuring hi-resolution product displays, frictionless checkout, and the quickest access to new product offerings.

Fanatics, which has offices and distribution centres in eleven countries, partners with more than 300 of the most recognised and successful sporting organisations in the world, including NFL, NBA, Manchester United, Chelsea, Paris Saint-Germain, Bayern Munich, England Rugby, British & Irish Lions and Formula One.

Derby County's Chief Executive Officer Stephen Pearce said: "Fanatics have an enviable reputation for providing an excellent shopping experience, whether in-person or online, and we believe they are an excellent partner for Derby County. We are excited to begin this long-term partnership and convinced our supporters will reap the benefits of the undoubtable quality, experience and success they will bring to our overall retail operation."

The deal sees Fanatics acquire exclusive global e-commerce rights and the club’s master license for all Derby County-branded merchandise, with Fanatics utilising its vertical commerce model to design, manufacture and distribute a wide range of Derby County fanwear through its Fanatics Brands operation. Fanatics will also operate the in-venue retail for the club, with the refurbished store due to re-open at Pride Park on Friday 16th July.

Danny Downs, Fanatics’ UK General Manager, said: “Derby County is an historic football club with a passionate fanbase who deserve the very best experience whenever they shop with the club. This deal gives us the opportunity to provide those fans with an incredible merchandise offering, by far the most comprehensive of any English club outside of the Premier League and we’re excited to begin working with the club to improve the experience for every Derby County fan, wherever they might be in the world.”