Chelsea FC and Fanatics extend long-term collaboration

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Image credit: Vitalii Vitleo / Shutterstock.com

Chelsea FC has announced that the club has renewed and expanded its long-term agreement with Fanatics.

This new phase of the collaboration will bring Chelsea fans an improved online shopping experience with upgraded website features, exclusive content, and a wider selection of products.

As part of the expanded agreement, Fanatics will continue managing Chelsea’s global eCommerce operations and gain additional rights to design and produce new fan apparel.

They will use their in-house design and manufacturing expertise to create premium, exclusive merchandise tailored specifically for Chelsea supporters worldwide. This update comes amid strong growth in merchandise sales through Chelsea’s online store.

Since partnering with Fanatics in 2018, sales have consistently grown by double digits each year. In 2024 alone, Fanatics delivered Chelsea gear to fans in over 130 countries around the globe.

Together, Chelsea and Fanatics are committed to offering fans a top-notch digital shopping experience, which will include the launch of a revamped online store.

The new site will showcase enhanced product details and images, smarter search powered by the latest AI technology, faster checkout, and support for multiple languages and payment options.

Phil Lynch, Chief Digital Officer of Chelsea Football Club, expressed excitement about extending the partnership with Fanatics.

“We are delighted to extend our partnership with Fanatics,” Lynch said in a press release.

“Together, we are always looking for new and innovative ways to engage with our loyal fanbase, and with the launch of our new e-commerce platform, we have delivered a world-class shopping experience through personalisation and a best-in-class commerce experience.”

Stephen Dowling, International President at Fanatics, highlighted Fanatics’ commitment to delivering premium gear and a smooth shopping experience to Chelsea’s passionate fanbase.

“Chelsea FC’s ambition to be at the forefront of global football makes this partnership exciting for us,” Dowling said via press release.

“Their loyal and passionate fanbase deserves the best merchandise and a seamless and elevated shopping experience when they shop online with the club.

“We are committed to delivering that for them in the years ahead and look forward to continuing our work together.”

This expanded partnership marks an exciting new chapter for both Chelsea FC and Fanatics, focused on delivering a world-class shopping experience that matches the passion and loyalty of Chelsea supporters around the globe.

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Google expands football footprint with AI partnerships at five European giants

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Image Credit: Paris Sain- Germain

Google has announced long-term partnerships with five of Europe’s biggest football clubs.

Expanding the role of artificial intelligence in fan engagement through collaborations with Arsenal, Barcelona, Bayern Munich, Liverpool and PSG.

Google Gemini will become each club’s official consumer AI Partner, while Google Pixel will serve as the official smartphone partner.

The partnerships are designed to deliver AI-powered match insights, personalised fan experiences and exclusive behind-the-scenes content across the clubs’ digital platforms.

Supporters will be able to use Gemini to access tactical insights, historical statistics and match analysis while Pixel devices will be used by club media teams to capture content through the company’s “Shot on Pixel” initiative.

A key component of the partnership is the commitment to increasing the visibility of women’s football.

Google confirmed the agreements cover both men’s and women’s teams, with AI tools and Pixel technology set to help produce content and expand the reach of the women’s game through club media channels.

The announcement continues Google’s growing investment in football technology.

Google initially had individual agreements with several of the clubs, including PSG and Liverpool.

By bringing the partnerships together under the Gemini and Pixel brands, Google is positioning artificial intelligence as a core part of the modern football fan experience rather than simply a commercial sponsorship.

For football clubs, the collaboration highlights a broader industry trend towards technology partnerships that extend beyond branding.

AI is increasingly being used to produce personalised content, deliver deeper match analysis and strengthen engagement with large global audiences.

Clubs continue to invest in these growing digital platforms alongside their traditional commercial portfolios.

The partnerships also reinforce the growing intersection between football and technology, with leading clubs increasingly working alongside global technology companies to enhance supporter experiences and explore new ways of connecting with fans on matchday and beyond.

 

Football Has the Audience. Does It Have the Commercial Strategy?

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Image Credit: One Nil Media

Soccerscene has launched Survey 4: Commercial Confidence in Football, calling on clubs, sponsors, governing bodies, commercial leaders and football industry professionals to assess whether the game is making the most of its enormous commercial potential.

Football has the audience, participation base and community reach to be one of Australia’s most powerful commercial platforms. But does the industry have the commercial strategy, professionalism and infrastructure required to turn that potential into sustainable growth?

That is the question at the centre of Soccerscene’s latest industry research.

The survey examines how attractive grassroots football is to potential commercial partners, what industry professionals believe is limiting football’s commercial potential, and whether clubs are presenting themselves professionally enough to sponsors.

It also explores what sponsors value most when engaging with football – from community reach and participation scale to brand alignment, values and purpose – as well as whether improved facilities could directly contribute to stronger sponsorship outcomes.

Is football fully capitalising on its commercial opportunity?

Football continues to provide brands with access to highly engaged communities across grassroots, community and elite environments. Yet the commercial landscape remains fragmented, with clubs operating with vastly different levels of resources, capability, governance, media infrastructure and commercial expertise.

Soccerscene’s survey is designed to capture the industry’s perspective on where the opportunities exist – and where football may be leaving commercial value on the table.

The research will look specifically at four key areas:

  • Commercial attractiveness – How attractive is grassroots football as a commercial partnership?
  • Commercial barriers – What is holding football back from reaching its full commercial potential?
  • Club professionalism – Are clubs presenting themselves effectively and professionally to sponsors?
  • Sponsor value – What are sponsors really looking for when they invest in football?

The survey also asks whether better facilities would have a direct impact on sponsorship outcomes, highlighting the potential relationship between infrastructure, commercial presentation and investment.

Have your say

Soccerscene is encouraging football clubs, sponsors, commercial professionals, governing bodies, administrators, media professionals and industry stakeholders to participate.

The findings will contribute to Soccerscene’s ongoing program of industry research, designed to provide a clearer picture of the challenges and opportunities facing football and the organisations operating within it.

Take the Survey: Commercial Confidence in Football

Complete the Commercial Confidence in Football Survey here

The survey will close on 30 August 2026 at midnight, with responses received before the deadline included in the final analysis.

Football has the audience. The question is whether it has the commercial strategy to match.

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