In collaboration with Export Now, the National Football League has opened its first official online store in China at www.nflchinashop.com.

Similar to its current U.S. e-commerce store, the online store in China sells official apparel, equipment and accessories branded from the NFL and its 32 teams over an e-commerce platform on China’s Tmall.com business-to-consumer platform. Export Now sells U.S. consumer products on Tmall.com, China’s leading e-commerce platform with over 500 million registered customers.

“This NFL season has been incredibly exciting, and we are pleased to enhance the experience for our Chinese fans by opening this new site,” said Richard Young, Managing Director of NFL China. “We are seeing strong growth in the popularity of the NFL in China and working with Export Now has allowed us to expand in the world’s largest consumer market.”

Export Now founder and Chief Executive Officer, Frank Lavin, said his company’s e-commerce business model accelerated the NFL store’s development and allowed it to open during the 2013 season.

Export Now helps U.S. consumer product companies sell online in China by removing the barriers to exporting and marketing – regulations, logistics, financial settlement – and operating a Chinese language e-commerce store to sell the products directly to Chinese consumers.