Fanatics Recreating Sports Commerce in Europe

Fanatics is not entering Europe with a single export product, it is recreating its full sports commerce stack market by market. In Italy it now runs club webstores, stadium retail, and logistics through EPI. In France and Germany it added a live shopping community through Voggt. In London it opened a flagship that turns card buying into an in person hobby and event business. Together those pieces let Fanatics sell jerseys, cards, and streams through the same local fan base.1 2 3 4 5

• The Italy move matters because EPI was not just a seller of merch, it operated official online stores, physical shops, and logistics for clubs including AC Milan, Inter, Juventus, and Lazio. That gives Fanatics direct control of everyday fan purchasing in one of Europe’s deepest football markets.2
• Voggt gives Fanatics a native European live commerce foothold instead of asking French and German collectors to adopt a US product. The platform came with more than 500,000 members, and Fanatics said the deal would also support a UK launch, which makes live breaks and impulse card buying part of the expansion playbook.1
• London shows how collectibles can be the wedge. The Regent Street store mixes sealed boxes, memorabilia, card creation, events, and community traffic. Fanatics later said the store drew more than 1 million visitors after opening in April 2025, strong proof that physical retail can seed demand for Topps cards and related merchandise across Europe.3 4 5

The next step is turning these local footholds into a connected European network. If Fanatics can link club merchandise in Italy, card fandom in the UK, and livestream buying in France and Germany, Europe starts to look less like an overseas sales channel and more like a second home market for its commerce and collectibles engine.1 2 3 4