Fanatics, the global leader in licensed sports merchandise, has made a significant move in the Italian market by acquiring Epi, an Italian sports merchandise company. The acquisition was made for an undisclosed amount, and the Milan-based company will now be rebranded as Fanatics Italy.
Epi operates various channels for licensed merchandise, including ecommerce, in-venue sales, physical retail stores, and third-party logistics. The company has partnered with some of the top football clubs in Italy, such as AC Milan, Inter Milan, Juventus, and the Italian Football Federation, which oversees the Italian national team. The deal also includes NBA merchandise in the country.
Fanatics already has a strong presence in Europe, with over 60 offices, manufacturing, and distribution facilities. The company has partnerships with other top football clubs, such as Manchester United, Paris Saint-Germain, and Chelsea. It has also been working with the International Olympic Committee to create the first-ever global ecommerce site selling Olympics merchandise, starting with the 2024 Summer Games in Paris.
Doug Mack, Fanatics Commerce CEO, said, “Sports teams and leagues want a global strategy, and we’re architecting Fanatics to be able to sort out their ecommerce capabilities and physical merchandising capabilities in Europe, China, and other parts of the world.” He also added, “On the other side of that, three Italian clubs are in the Champions League quarterfinals, and as they make progression and get more fans, we can help take them beyond the bounds of their traditional fan base.”
The acquisition of Epi by Fanatics is a significant step for the company in expanding its reach in the Italian market. With its expertise in licensed sports merchandise, Fanatics is well-positioned to help Italian football clubs grow their fan base and extend their reach beyond their traditional markets. The move is part of Fanatics’ broader strategy to become the global leader in licensed sports merchandise.