New Zealand Rugby and Fanatics have come together in a monumental partnership that aims to revolutionize the merchandising experience for fans of the renowned All Blacks, Black Ferns, and other Teams in Black globally. This collaboration signifies a significant stride in the world of sports retail, promising an enhanced omnichannel shopping experience for supporters.
The partnership, set to run through major rugby events such as the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups, will introduce an extensive array of Teams in Black merchandise. Official 2024 adidas jerseys, replica kits, training apparel, and an assortment of licensed products will be made available to cater to the demands of millions of fans following these iconic rugby teams.
Fanatics, a powerhouse in the realm of licensed sports merchandise, will take on the exclusive management of New Zealand Rugby’s official online store, www.allblackshop.com. Moreover, they will oversee the in-stadium retail experiences during home tests both in New Zealand and across international locations. Notably, the upcoming event in San Diego featuring the All Blacks facing Fiji will mark a significant moment, marking the team’s return to the US after nearly a decade.
As a master licensee for New Zealand Rugby consumer products, Fanatics will leverage its vast network and manufacturing capabilities to introduce a diverse range of premium merchandise. This collaboration aims to provide fans with the most comprehensive selection of All Blacks and Black Ferns products ever seen, elevating the shopping experience for supporters of these esteemed teams.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, emphasizing the opportunity to reach fans worldwide with an expanded retail range. Stephen Dowling, President of International at Fanatics, highlighted the aim to enhance the global fan experience, drawing upon the teams’ performance excellence and fan engagement on and off the field.
By joining forces with Fanatics, New Zealand Rugby joins a league of distinguished rugby partners in Fanatics’ portfolio, which includes the likes of the English RFU, Rugby Australia, and the British & Irish Lions. Fanatics’ extensive network spans over 900 sports clubs and properties worldwide, including renowned names from various sports and leagues, all aimed at providing fans with the best shopping experience possible.
The collaboration between these two powerhouses is primed to deliver an unparalleled merchandising experience for fans of the Teams in Black. With a promise of an exceptional range of merchandise and an enhanced shopping experience, supporters worldwide can now proudly display their allegiance to their favorite rugby teams like never before.