Sports apparel retailer Fanatics has expanded its partnership with the Football Association (FA) following peak England merchandise sales during the Euros. The retailer will retain its e-commerce rights, operate the official online England Store, and manage on-site retail during England home games, domestic cup finals, and concerts at Wembley Stadium. It will also serve as the FA’s official partner in sourcing new licensees, ensuring its merchandise "remains best-in-class across all categories".

The Euros were a record-breaking tournament for Fanatics’ England merchandise revenues, with the team’s 2024 kit launch "shattering site records on launch day".