Football Australia has announced a new partnership with Fanatics to operate its official online store in Australia and internationally, giving fans of the Matildas and Socceroos easier access to official merchandise.
Under the agreement, Fanatics will leverage its global capabilities and experience in football to provide Australian fans with a wide range of high-quality products, ensuring supporters can show their allegiance wherever they are in the world. Local orders will be managed through Fanatics’ Melbourne regional headquarters and distribution centre.
The announcement comes at a pivotal moment for Australian football, with participation levels at record highs and a busy schedule of upcoming international tournaments, including the AFC Women’s Asian Cup 2026 on home soil, FIFA World Cup 2026, AFC Asian Cup 2027, and FIFA Women’s World Cup Brazil 2027.
Football Australia Interim CEO Heather Garriock said:
“Football has millions of passionate fans in Australia who love showing their support for the CommBank Socceroos and CommBank Matildas. This merchandise strategy, delivered by Fanatics, will enable us to serve our fans in a way that was not possible before. With many players and fans based internationally, it was important that we could extend our reach into overseas markets.”
At the heart of the partnership is Fanatics’ Cloud Commerce Platform, which powers a dynamic, personalised shopping experience. Used by over 900 sports organisations globally — including Paris Saint-Germain, Juventus, the NFL, NBA, MLB, NHL, Formula 1, and the International Olympic Committee — the platform allows real-time inventory management, faster checkout and tailored product offerings, ensuring fans worldwide receive the merchandise they want.
Stephen Dowling, International President at Fanatics, said:
“Football in Australia is experiencing incredible momentum, and we’re proud to partner with Football Australia at such an exciting time. Supporters of the Matildas and Socceroos can look forward to a more connected, enhanced shopping experience, both at home and internationally. We’re particularly excited to support the team during upcoming major tournaments, including the FIFA World Cup 2026.”
The partnership marks a major step in Football Australia’s strategy to bring fans closer to their national teams and expand access to official merchandise across the globe.
