New Zealand Rugby is stepping into the global retail arena with an electrifying partnership with Fanatics, a renowned digital sports platform and merchandise authority. The groundbreaking collaboration aims to revolutionize the merchandising and retail experience for fans of the All Blacks, Black Ferns, and other iconic Teams in Black across the world.
Pledging their commitment until 2029, this long-term partnership includes significant milestones such as the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. Fans can expect an extensive range of official merchandise, including the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training apparel, and an array of licensed products.
With a global fanbase that spans continents, the All Blacks and Black Ferns are set to gain increased visibility, particularly in regions like North America and Asia, thanks to Fanatics’ expansive network. Operating in over 80 locations with shipping capabilities to 180 countries, Fanatics is well-positioned to elevate the presence of New Zealand Rugby worldwide.
Fanatics will take the reins in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and curate the in-stadium retail experience during home tests both in New Zealand and on the international stage. The partnership will kick-off with a marquee event in July in San Diego, where the All Blacks will lock horns with Fiji, marking a significant milestone in their return to the US after nearly a decade.
Moreover, Fanatics will serve as the master licensee for New Zealand Rugby’s consumer products, leveraging its in-house manufacturing prowess to develop, distribute, and sell a diverse range of premium merchandise for the All Blacks and Black Ferns. Fans can look forward to an unparalleled selection of unique products, promising an immersive shopping experience like never before.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his enthusiasm for the partnership, emphasizing the opportunity to connect with fans globally through an expanded retail range. Stephen Dowling, President of International at Fanatics, echoed the sentiment, highlighting the commitment to enhancing the fan experience and providing top-notch service for supporters of the Teams in Black.
The collaboration between New Zealand Rugby and Fanatics adds another prestigious name to Fanatics’ impressive portfolio of rugby partnerships, joining the likes of English RFU, Rugby Australia, and Six Nations Rugby. With over 900 sports clubs and properties under its belt, including powerhouse brands like NFL, NBA, and UEFA, Fanatics is a trusted partner for delivering exceptional merchandising experiences worldwide.
As the partnership unfolds, fans of the All Blacks and Black Ferns can anticipate a new era of merchandise offerings and an enhanced shopping journey that embodies the spirit of their beloved teams. Through this alliance, New Zealand Rugby and Fanatics are set to redefine the fan experience and create lasting connections with supporters on a global scale.
