I was fortunate enough to have been exclusively invited to the pre-launch of the new Fanatics Store in central London, and I think that this is a landmark moment for the global growth of the hobby.
In my opinion, it’s a welcome deviation from the typical retail operations of Regent Street in the past decade, and is supremely timed to be a metaphorical ‘Big Bang‘ for the sports collecting industry.
Located on Regent Street (a stone’s throw away from our friends at The Soccer Archive), this store is set to become a cultural hub for football lovers, collectors, and hobbyists alike, bringing a fresh wave of American-style sports retail and hobby enthusiasm right into the home of football. Which is a lot more important than you might think – which we will discuss in this article a little later on.
As the countdown begins for the 2026 FIFA World Cup, there’s growing anticipation about the crossover between football’s traditional European fanbase and the booming hobby scene rooted in American sports culture. The new Fanatics Store is a bold step in bridging that gap.
Inside the New Fanatics Store in London
The Fanatics store in Central London isn’t your average football shirts or collectibles shop.
Decked out with immersive digital displays, interactive memorabilia walls, and real-time trading card stations, this flagship location brings the energy of a sports arena directly to the high street.
From the moment you walk in, you’re met with a dynamic blend of tradition and innovation. Match-worn and signed kits sit side-by-side with exclusive collectible cards, signed memorabilia, and limited-edition merchandise. But it’s not just about what you can buy—it’s about the experience.
When I came in, my head immediately turned to the signed Pele shirt on the left-hand side (when you’re coming in from the main side of Regent St), but then venture a little further and you have an Inter Miami Lionel Messi shirt there too – all priced out based on current comps, which is expected to managed and re-labelled weekly to make sure they’re updated and fair for customers.
It’s also spaced out to cater to fans at various stages of their hobby journey – including a live breaking area for their exclusive Fanatics Live streaming service, a wider chilled area for events, talks and watchalongs, and a ‘ring’ of rare, high-quality collectibles to gawk out for however long you can.
Why It Matters: The Football Hobby Culture Comes Home
While football has always been a massive part of UK culture, the hobby world—especially around collectibles like trading cards, autographs, and memorabilia—has traditionally lagged behind its American counterpart. In the US, collecting sports cards is a mainstream passion, complete with hobby shops, trade shows, and thriving online marketplaces.
At the launch event, Fanatics CEO Michael Rubin mentioned the disparity between the two. Citing the sheer volume of card shops and collectibles stores available in the US (both independent and under the Fanatics umbrella), and the relative opportunity in the UK.
With this in mind, he cited the feeling of being the CEO at this time as running a “start-up”. An impossibility given the sheer size of the company, though it gives a window into how Fanatics are approaching the UK market with this new store.
It’s a recognition that UK fans are ready for more than just supporting their teams on match day. They’re ready to engage with the game 24/7—through collecting, trading, investing, and sharing the passion in new ways. Thus, trying to make this store the true ‘Home of the Hobby‘
A New Era for Collectors
Fanatics, already a powerhouse in the global sports retail and licensing market, is changing the rules. Their vertically integrated model means they’re not just resellers—they control design, production, and distribution. That means faster access to merch drops, exclusives you won’t find anywhere else, and a tighter connection between athletes and fans.
With partnerships across the Premier League, UEFA, NFL, and more, Fanatics is uniquely positioned to bring a curated and premium hobby experience to UK shores. Collectors can now access rare autographed items, officially licensed trading cards from Topps (which Fanatics owns), and authenticated match-worn gear, all in one place.
Expect this to raise the bar for what UK hobby shops and online retailers offer—and more importantly, expect it to inspire a new generation of football card collectors and memorabilia enthusiasts.
With this in mind, I suspect that the store will not only be a great collectibles shop, but a hub for activations to make the idea of collecting and the football hobby a mainstream enterprise.
All Eyes on the 2026 US World Cup
It’s no coincidence that this store opens as buzz builds around the 2026 World Cup in the United States. With the tournament set to bring the world’s biggest sporting event to America’s backyard, the synergy between football culture and American-style fandom is about to explode.
The store positions London as a key launchpad for this new wave of hobby enthusiasm. And with Fanatics leading the charge, the line between football fandom and hobby culture is about to get a whole lot blurrier—in the best possible way.
Personally, I think the US World Cup will be a launchpad for the hobby all around the world.
When you think back to the US World Cup in 1994, its original plan was to establish ‘soccer’ in the US and merge this with the American approach to marketing as a form of legitimacy.
For while they did attempt to break into the sport by way of the North American Soccer League a couple of decades prior, with many big names coming and (unfortunately) going, their World Cup bid’s manifesto pointing to starting a league and taking it more seriously has caught fire.
Since then, the US has brought in Major League Soccer, they’ve established themselves on the International scene, and now they don’t have that ‘believe us, please’ feeling like last time.
They’re here to stay, the world will have no choice but to take notice, and now they can showcase the other side more effectively – showmanship, bare-faced marketing… and collectibles.
What the New Fanatics Store Means for the Hobby Community
At Hobby FC, we see the opening of the Fanatics store as more than a business move—it’s a game-changer for the hobby landscape in the UK. Here’s why:
- Accessibility: Casual fans now have a high-profile, physical space to explore collectibles. No more relying solely on online marketplaces or niche conventions.
- Community Growth: With in-store events, workshops, and social media integrations, there’s a clear push to grow a more connected collector base.
- Education: New collectors can learn directly from professionals and experienced hobbyists. The intimidating barrier of entry into card grading, authenticity checks, and valuation is lowered. I love that they even have an interactive screen where new collectors can become acquainted with the idioms and terminology we throw around in the hobby – like ‘box break’ and ‘comps’.
- Investment Potential: With Fanatics at the helm, expect an increase in product quality, licensing, and demand. For serious collectors, this could signal a rise in long-term value.
That being said, like with any other provider, do not take any word as gospel and use external information as much as possible to inform your decisions – particularly around parting with your money. Which is why I’ve created Hobby FC, to build a platform dedicated to football fans to enable them to indulge in their passion in the best and most sustainable way possible for them.
I’m sure you can expect to see more in the Fanatics store creating more for our website and social media pages in the coming weeks, months… and maybe even years!
What’s Next?
The success of the Central London Fanatics store could be just the beginning.
Rumours are already circulating about further UK expansions, including pop-up hobby events in major cities, regional collector fairs, and even possible collaborations with local football clubs.
And let’s not forget the digital side of things. With Fanatics’ deep ties to ecommerce and its growing stake in NFTs and digital collectibles, fans can expect a seamless blend of physical and digital hobby experiences. Something which will probably come in and boom as others have in the past.
If you’re new to collecting or looking to elevate your current hobby game, this is the moment.
The store is more than just a retail space on Regent Street, it’s a key indicator that the hobby is here to stay, stronger than ever, and is only yet to reach its true potential.
Have you visited the new Fanatics store yet? If so, what did you think of it?