New Zealand Rugby has struck a momentous deal with Fanatics, a prominent global digital sports platform known for its licensed sports merchandise. This groundbreaking partnership promises fans of the All Blacks, Black Ferns, and other Teams in Black access to official merchandise on a global scale.
Extending through major rugby events like the 2027 Men’s Rugby World Cup, as well as the 2025 and 2029 Women’s Rugby World Cups, this collaboration assures fans of an extensive range of merchandise. From official 2024 adidas jerseys to replica kits, training wear, and licensed products, supporters will have a variety to choose from.
The All Blacks and Black Ferns boast millions of devoted fans worldwide, and this partnership aims to amplify their presence, especially in regions like North America and Asia. Leveraging Fanatics’ vast global network spanning over 80 locations and shipping to 180 countries, the partnership is set to cater to fans across the globe.
Fanatics will take the reins in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, while also providing the in-stadium retail experience during home tests in New Zealand and abroad. Notably, Fanatics will play a key role in the upcoming event in July in San Diego, where the All Blacks are scheduled to take on Fiji, marking their return to the US after nearly a decade.
Moreover, Fanatics will serve as the master licensee for New Zealand Rugby consumer products, using its manufacturing capabilities to create, distribute, and sell premium merchandise for the All Blacks and Black Ferns. This new line of merchandise is poised to provide fans with an unmatched selection of exclusive products.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, highlighting the opportunity to offer fans worldwide a broader retail range and an enhanced shopping experience. Similarly, Stephen Dowling, President of International at Fanatics, emphasized the company’s commitment to elevating the fan experience globally.
With a growing portfolio of rugby partnerships that includes reputable names like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions, Fanatics is a trusted collaborator in the sports merchandise realm. The company boasts associations with over 900 sports clubs and properties worldwide, spanning various sports leagues and organizations.
The alliance between New Zealand Rugby and Fanatics is poised to revolutionize the fan experience by offering an unparalleled shopping experience and an extensive array of merchandise. Fans globally can look forward to showcasing their support for their favorite teams through this exciting collaboration.
