Kitbag becomes Fanatics in major rebrand

THE recent acquisition of e-commerce sports retailer Kitbag by US company Fanatics has been re-endorsed by an official rebrand of the company and its Middleton, Greater Manchester base to reflect its new life under the Fanatics banner.

After an official unveiling of the new look to staff, the offices, warehouse and distribution centre received a full makeover to reflect the new status as the international arm of Fanatics’ billion-dollar operation.  

In the UK, Fanatics will continue to operate e-commerce, retail and event businesses with a series of high profile sporting partners including Manchester United, Manchester City, Real Madrid, Everton, F1, The NBA, the NFL and the Wimbledon Tennis Championships.

But since February, the company says staff on either side of the Atlantic have been working closely with new colleagues to establish a series of “quick win” initiatives in the areas of digital marketing, technology, operations, buying and merchandising.
The aim was to create a single organisation and an attitude that the company is calling; “One Fanatics”.
 
Andy Anson, who formerly acted as chief executive of Kitbag and is now president of Fanatics International said: “We’re committed to ensuring the new operation moves forward as a single, integrated company. The new era offers a refreshingly new commercial atmosphere and one that’s supported by a strong, striking brand.
 
“It’s the first outward signal of the new set up but over the last two months, the staff in Middleton have worked incredibly hard behind the scenes to make things happen. It’s obviously been a demanding but exciting period and the response from our local team has been brilliant.”

The Manchester operation is now fully integrated as part of Fanatics’ 2,000 strong team and as the exclusive hub for Fanatics’ international activity serving sporting partners across the globe.