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Sheffield United announced a partnership with Fanatics a few days ago, this is what they said about it on their website..
Sheffield United is delighted to announce a new five-year retail partnership with Fanatics.
The agreement will see Fanatics - a global leader in licensed sports merchandise - manage the club's official retail operations across ecommerce, mobile and in-store channels, with a strong focus on delivering an improved shopping experience for Blades supporters.
The launch of the club's new adidas home shirt and training wear range will follow on early July, coinciding with the reopening of the newly refurbished Blades Store at Bramall Lane.
The retail store is currently closed while undergoing a major refurbishment, with significant investment to create a new modern operation and a significantly improved shopping experience.
With an international base and distribution centre in Manchester, Fanatics works with many of the world's leading clubs, leagues and sporting organisations. Their 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, the club's chief executive officer 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, said: "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."
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