Fanatics just announced that it has acquired Panamanian sports apparel wholesaler Fexpro. Fexpro creates licensed apparel for major sports leagues in Latin America, like the NFL, NBA, and MLB; as well as international clubs like Paris Saint-Germain, Real Madrid and FC Barcelona, giving Fanatics an even larger international reach.
“[Fexpro CEO] Alberto [Bassan] and the team have built a strong wholesale business that complements many of Fanatics Brands’ capabilities that have been scaled globally over the past decade,” Joe Monahan, global president of Fanatics Brands, said, according to WWD. “Fexpro has a proven track record of strong distribution capabilities across multiple channels and retailers in the region, reaching more than 2,400 retail doors throughout Latin America. The company provides Fanatics with a solid framework for additional wholesale growth as we continually look to expand our international footprint, for the benefit of our global partners and sports fans around the world.”
Fanatics has been growing at a rapid pace, becoming one of the biggest, if not the biggest, names in branded sportswear.
The company recently announced that it would be the official e-commerce platform for the 2028 Los Angeles Olympics, and it also just trimmed some of its excess by selling its NFT division to underscore the importance of physical products. Fanatics also acquired the Italian sports retailer EPI, which works with major Italian soccer clubs like Inter Milan, Juventus, A.C. Milan, and the Italian National Football Team.
“Fanatics has transformed the way quality fan gear and apparel is designed, manufactured, and delivered through its innovative vertical commerce model,” Bassan said, according to WWD. “With access to Fanatics’ capabilities, global infrastructure, and unparalleled relationships across the world of sport, we will be able to provide value for our partners like never before.”
The lessons that promotional products distributors and decorators can take from Fanatics’ success is to look at more than just apparel for sports promotions. Yes, apparel is a major part of their business. But look at the way it has integrated printed products through its Topps acquisition, and sells all sorts of household accessories and collectibles.
