Fanatics, the prominent digital sports platform based in the United States, has successfully completed its acquisition of EPI, an Italian sports merchandise company that manages online and physical retail stores for various Italian football clubs and international sports brands. As part of the deal, EPI will be rebranded as Fanatics Italy and will offer comprehensive e-commerce solutions, in-venue operations, physical retail stores, and third-party logistics services to sports clubs in Italy. This includes well-known Italian Serie A clubs such as AC Milan, Atalanta BC, Bologna FC, ACF Fiorentina, FC Internazionale Milano, Juventus, S.S. Lazio, and the FIGC (Federazione Italiana Giuoco Calcio), as well as the Italian basketball club Olimpia Milano and the NBA. Furthermore, Fanatics will also acquire The Pitch Football Store, a specialized omnichannel retailer in football.

Under the terms of the acquisition, EPI will become a part of Fanatics’ commerce division, and its approximately 150 employees will continue to be led by CEO Lorenzo Forte, who will now assume the position of CEO of Fanatics Italy. Forte will report directly to Fanatics commerce co-presidents for direct-to-consumer, Jack Boyle and Chris Orton. Forte expressed his enthusiasm for joining forces with Fanatics and highlighted the company’s global experience in catering to millions of sports fans worldwide. He believes that Fanatics’ expanding global presence will help bring a more comprehensive digital sports experience to fans both in Italy and across the globe.

This acquisition further solidifies Fanatics’ position in European football, as the company already collaborates with esteemed clubs and organizations such as Paris Saint-Germain, Manchester United, Chelsea, Bayern Munich, Atletico Madrid, England’s FA, Germany’s DFB, and UEFA. Doug Mack, Fanatics commerce CEO and Fanatics vice chairman, expressed his excitement for the partnership with EPI, emphasizing the shared values of an entrepreneurial mindset, a dedication to satisfying sports fans, and a commitment to innovation in the sports industry. By combining EPI’s local expertise and relationships in Italy with Fanatics’ cutting-edge capabilities and global reach, Mack believes they can accelerate business for current partners while providing an unparalleled experience to new global partners.

The agreement was made possible with the support of the Industry 4.0 Fund, a private equity fund managed by the Quadrivio Group that focuses on investing in digital transformation and technological advancements for small and medium-sized enterprises (SMEs). This collaboration highlights the commitment to promoting digital transformation within the sports merchandise industry and marks a significant milestone in Fanatics’ expansion strategy. With this acquisition, Fanatics aims to revolutionize the sports merchandise market by delivering a seamless and enhanced shopping experience for fans across Italy and beyond.

1. Fanatics Official Website
2. Quadrivio Group Official Website