Fanatics Acquires E-Commerce Partner for AC Milan


Fanatics has acquired EPI, an Italian e-commerce company that works with many of the country’s top soccer clubs, in a deal that will broaden the company’s international reach.

As part of the deal, Fanatics will acquire soccer equipment retailer Pitch Football Store from a consortium led by Milan-based private equity firm Quadrivio Group. EPI, which has annual sales of more than $50 million, will be renamed Fanatics Italy.

“We share an entrepreneurial mindset, a passion for delighting sports fans, and a love for innovating for sports teams and leagues,” Fanatics Commerce CEO Doug Mack said in a statement announcing the deal.

Michael Rubin’s company, which raised $2.2 billion last year and is rapidly expanding into new areas such as trading cards and sports betting, has made the latest acquisition. Some of that money has also gone toward strategic expansions of Fanatics’ core business as the world’s largest seller of officially licensed sports merchandise.

The financial details of the EPI deal were not disclosed.

When Fanatics acquired the U.K.-based e-commerce company Kitbag in 2016, it gained a significant international foothold. Its global operations now include over 60 offices, manufacturing facilities, and distribution centers, with locations in Spain, France, and Germany. Manchester United, Chelsea, Paris Saint-Germain, and Bayern Munich are among the company’s European soccer partners.

According to Fanatics, the EPI acquisition will benefit both groups’ existing portfolios. EPI partners will gain access to the larger Fanatics network as well as the company’s technological capabilities, while Fanatics partners will gain increased visibility in Italy, Europe’s sixth most populous country.

All of EPI’s approximately 150 employees will remain with Fanatics Italy and will continue to report to EPI CEO Lorenzo Forte, who will continue to serve in the same capacity in the new group.

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