New Zealand Rugby and Fanatics, a reputable digital sports platform and licensed sports merchandise authority, have solidified an innovative omnichannel retail and merchandising partnership. This groundbreaking collaboration is set to revolutionize how fans of renowned teams like the All Blacks and Black Ferns access official merchandise worldwide.
The partnership, slated to run until 2029, encompasses major events like the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. Fans can expect an extensive array of Teams in Black merchandise, including the official 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training wear, and a diverse range of licensed products.
Boasting a colossal global fan base, the All Blacks and Black Ferns aim to increase their international visibility, particularly in regions like North America and Asia, by leveraging Fanatics’ expansive global network. With offices and manufacturing facilities in over 80 locations and the ability to ship to more than 180 countries, Fanatics is primed to enhance the reach of New Zealand Rugby’s merchandise.
On the retail front, Fanatics will have exclusive management rights over New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and will oversee in-stadium retail experiences at home tests both in New Zealand and across the world. Notably, a significant event in July in San Diego will mark the All Blacks’ return to the US after nearly a decade.
Furthermore, Fanatics will serve as the master licensee for New Zealand Rugby consumer products. Leveraging its state-of-the-art manufacturing capabilities, Fanatics will design, produce, and sell a wide array of premium, one-of-a-kind merchandise for the All Blacks and Black Ferns, ensuring fans have access to the most extensive selection ever.
Craig Fenton, New Zealand Rugby Commercial’s Chief Executive, expressed his excitement about the partnership, emphasizing the opportunity to provide a superior shopping experience and expanded retail range to fans globally. Stephen Dowling, Fanatics’ President of International, commended the excellence of the All Blacks and Black Ferns and pledged to match this quality by delivering an exceptional fan experience worldwide.
This collaboration enriches Fanatics’ portfolio of rugby partners, which already includes esteemed entities like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions, among others. With partnerships spanning over 900 sports clubs, leagues, and properties globally, Fanatics is renowned for offering fans premium merchandise and an unparalleled shopping experience.
The partnership between New Zealand Rugby and Fanatics is poised to redefine the fan shopping experience by offering an unparalleled range of merchandise, enabling fans worldwide to show unwavering support for their favorite teams, the All Blacks and Black Ferns.