Valencia takes merchandise operation in-house after Puma deal

Spanish top-flight soccer club Valencia have taken their merchandising business in-house after opting against a renewal with Fanatics, the global sports retail specialists, which has managed the team’s operations for the last two years. Valencia’s deal with Fanatics saw the club’s merchandising operation managed via the latter’s v-commerce model, distributing to more than 188 markets. The decision from the La Liga side was taken as part of a new digital business plan. The club has relaunched its online store and digital platforms to allow them to gather more information about…

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