New Zealand Rugby and Fanatics have struck a monumental partnership, aiming to revolutionize the availability of official merchandise for the All Blacks, Black Ferns, and other Teams in Black across the globe. This game-changing collaboration is designed to offer fans a comprehensive range of licensed products, from jerseys to training gear, through various retail channels.
The partnership is no flash in the pan, with plans stretching all the way to 2029, capturing major events like the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. It sets out to cater to the massive fan bases of the All Blacks and Black Ferns, seeking to bolster their presence especially in North America and Asia by leveraging Fanatics’ vast international network spanning over 80 locations and delivering to more than 180 countries.
Fanatics, a digital sports platform with expertise in licensed sports merchandise, takes the helm as the exclusive manager of New Zealand Rugby’s official online store, www.allblackshop.com. Furthermore, they will be entrusted with providing the in-stadium retail experience during home tests within New Zealand and abroad. Notably, the spotlight will shine on the upcoming event in July in San Diego, where the All Blacks are set to clash with Fiji, marking their return to the US after an almost ten-year hiatus.
The collaboration with Fanatics extends beyond retail management to include licensing responsibilities. Fanatics will be the master licensee for New Zealand Rugby consumer products, utilizing its in-house manufacturing capabilities to produce and distribute a diverse range of premium merchandise for the All Blacks and Black Ferns, ensuring fans have access to a wider selection than ever before.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, emphasizing the opportunity to engage fans globally with an expanded merchandise range. On the other hand, Stephen Dowling, President of International at Fanatics, praised the excellence of the Kiwi teams both on and off the field and vowed to elevate the fan experience through this collaboration.
The alliance between New Zealand Rugby and Fanatics sets the stage for an unprecedented shopping experience for fans globally. Fanatics, known for its partnerships with a plethora of sports organizations worldwide, adds New Zealand Rugby to its esteemed list, joining the likes of major rugby entities such as the English RFU, Rugby Australia, and the British & Irish Lions, among others. With over 900 partnerships across various sports, Fanatics is a force to be reckoned with in the sports merchandise realm.
In conclusion, the collaboration between New Zealand Rugby and Fanatics promises to bring an unrivaled shopping experience to fans of the All Blacks and Black Ferns worldwide. By offering exclusive products and events, this partnership aims to amplify fan engagement and support for these iconic Kiwi rugby teams.
