SPORF launches official e-commerce store for fan-first merch and memorabilia

The store stocks over 1,000 products including retro shirts, custom giftware and official club merch

Manchester-based sports publisher SPORF has launched its first e-commerce store in initial partnership with The Terrace Store, who specialises in sports memorabilia and fan culture. The SPORF Store (shop.sporf.com) will absorb The Terrace Store’s inventory, and the brand is already planning future partnerships to expand its product offering.

Included in the first wave of products are everything from retro football shirts, art prints and merch from almost every football club in existence, including personalised mugs, towels, coasters, loungewear and more.

Director at The Terrace Store, Carl Sewell, said: “Our products put fan culture first and SPORF IS fan culture; the partnership was a no-brainer. It’s an exciting time for us as a brand to open up our world, and we share a lot of core values with SPORF. We’re looking forward to the years ahead and what this means for both our brands and the world of sports merchandising.”

SPORF, owned by Social Commerce company Social Chain AG, is among the biggest digital sports communities in the world with more than 15 million followers across social. Since its founding in 2012, SPORF has become a household name in fuelling sports conversation - dubbed the voice of the fans - partnering with brands like William Hill and talent like Anthony Joshua and Rio Ferdinand. Now, the brand is fuelling the fandom behind those conversations with fan-first merch, a decision that was made after 70% of SPORF’s audience expressed an interest in buying with them.

Head of SPORF, Greg Rowell, said: “Football isn’t just a casual interest for our audience. It’s a lifestyle, it’s part of their identity and our job has always been to let them express that. Aligning with a brand like The Terrace Store to expand our offering is the natural evolution for SPORF.”

Lack of sports events for a large period of the coronavirus pandemic has led publishers like SPORF to diversify and find new ways to keep their audience connected with the sporting world.

Rowell added: “Sports fans are the most passionate consumers in the world. We’ve spent a decade learning from them, we know how they want to fill every corner of their lives with their team or club and this store is our way of doing that.”

IBM reports the pandemic has accelerated consumer shift to e-commerce by five years – a shift that is seeing increased demand for brands like SPORF to expand audience experiences online.

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Founded in 2012, SPORF is one of the world’s biggest digital sports communities with more than 15 million followers across social and web and has worked alongside brands such as the English Football League, William Hill and Puma Football.

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