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Fanatics Acquires Merchandiser of Italy’s Top Soccer Teams

  • EPI manages the physical and online stores for many Serie A clubs.
  • The Milan-based company will rebrand as Fanatics Italy after the acquisition.
The front of the AC Milan Store run by EPI, which was acquired by Fanatics.
Fanatics

Fanatics is expanding its global reach.

The company announced Wednesday it has acquired Milan-based sports merchandising company EPI, which will rebrand as Fanatics Italy.

EPI is an omnichannel licensed sports retailer that manages the physical and online stores for many of Italy’s top soccer clubs including AC Milan, Atalanta, Bologna, Fiorentina, Inter Milan, Juventus, and Lazio, as well as the Italian Football Federation (FIGC).

The company also works with Italian basketball team Olimpia Milano and runs the NBA’s satellite store in Milan.

Fanatics will also acquire The Pitch Football Store — a soccer-specialist omnichannel retailer — as part of the deal, which was facilitated by the Quadrivio Group’s Industry 4.0 Fund.

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All of EPI’s approximately 150 employees will stay on with the newly named company, and current CEO Lorenzo Forte will remain as head of Fanatics Italy.

“Fanatics is one of the fastest-growing and most exciting companies in sport, and we are ready to tap into its increasingly global presence and bring a more extensive digital sports experience to global fans, both here in Italy and across the world,” Forte said.

The new Italian outpost is the latest global footprint for Fanatics, which has offices, manufacturing, and distribution facilities in Spain, France, Germany, the U.K., Netherlands, Japan, and Australia.

It remains to be seen how or when Fanatics will expand its manufacturing empire: Last month, it became the official on-ice uniform supplier for the NHL beginning with the 2024-25 season.

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