New Zealand Rugby has signed a groundbreaking partnership with Fanatics, a prominent digital sports platform, to revolutionize the retail and merchandising experience for fans of the Teams in Black. This major collaboration promises to bring official All Blacks and Black Ferns merchandise to supporters across the globe.
The long-term partnership is set to continue until 2029, covering major events like the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. It will offer fans a diverse array of merchandise, including the official 2024 adidas jerseys, replica kits, training wear, and an extensive range of licensed products.
Fanatics, with its extensive global network, aims to enhance the visibility of the All Blacks and Black Ferns, particularly in regions like North America and Asia. With operations in over 80 locations and shipping to more than 180 countries, Fanatics is well-equipped to cater to the millions of fans of these successful rugby teams worldwide.
As per the agreement, Fanatics will assume exclusive management of New Zealand Rugby’s official eCommerce store, www.allblackshop.com. It will also oversee the in-stadium retail experience during home tests in New Zealand and abroad, including a significant event in San Diego where the All Blacks will face Fiji.
Moreover, Fanatics will serve as the master licensee for New Zealand Rugby consumer products, utilizing its manufacturing capabilities to create and distribute a wide range of premium merchandise for the All Blacks and Black Ferns. This partnership aims to offer fans the most extensive selection of unique merchandise ever seen, ensuring an unmatched shopping experience.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, emphasizing the opportunity to offer fans worldwide an expanded retail range and superior shopping experience. Stephen Dowling, President of International at Fanatics, echoed these sentiments, highlighting the commitment to enhancing the fan experience globally.
New Zealand Rugby’s collaboration with Fanatics aligns them with an illustrious list of rugby partners, including the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ extensive partnership network spans over 900 sports clubs, leagues, and properties worldwide, catering to diverse sports fans globally.
The partnership between New Zealand Rugby and Fanatics is poised to redefine the fan shopping experience, providing supporters with an unparalleled range of merchandise to proudly support their favorite teams, the All Blacks and Black Ferns, on a global scale.
