New Zealand Rugby and Fanatics have teamed up to create a monumental global partnership that will revolutionize the world of sports merchandise. This groundbreaking collaboration is designed to cater to the extensive fan base of the All Blacks, Black Ferns, and other Teams in Black, providing them with the opportunity to access official merchandise on a global scale.
Spanning a long-term commitment through 2029, this partnership is poised to cover major events like the 2027 Men’s Rugby World Cup, as well as the 2025 and 2029 Women’s Rugby World Cups. Fans can look forward to a diverse array of merchandise, including the official 2024 adidas jerseys, replica kits, training wear, and a range of licensed products that showcase their support for their favorite teams.
Renowned for their global success, the All Blacks and Black Ferns have amassed millions of fans worldwide. By partnering with Fanatics, a leading digital sports platform with a vast global network, New Zealand Rugby aims to expand its visibility, particularly in regions like North America and Asia. Fanatics’ extensive reach with offices in over 80 locations and shipping to more than 180 countries will play a vital role in bringing Teams in Black merchandise to fans worldwide.
Fanatics will exclusively manage New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and provide the in-stadium retail experience during home tests in New Zealand and abroad. Notably, a significant event is scheduled for July in San Diego, where the All Blacks will take on Fiji, marking their return to the US after almost a decade.
As part of the partnership, Fanatics will also serve as the master licensee for New Zealand Rugby consumer products. Leveraging its in-house manufacturing capabilities, Fanatics will produce, distribute, and sell a wide range of premium merchandise for the All Blacks and Black Ferns, offering fans an extensive selection like never before.
Expressing his excitement about the collaboration, Craig Fenton, Chief Executive at New Zealand Rugby Commercial, emphasized the significance of the partnership with Fanatics. He highlighted the opportunity to provide fans worldwide with an expanded retail range and a superior shopping experience, regardless of their location.
Stephen Dowling, President of International at Fanatics, commended the excellence of the All Blacks and Black Ferns both on and off the field. He expressed Fanatics’ dedication to enriching the fan experience and ensuring that fans of the Teams in Black worldwide enjoy the best shopping experience possible.
By joining forces, New Zealand Rugby and Fanatics aim to enhance the fan experience for supporters globally. This partnership places New Zealand Rugby among a prestigious list of rugby partners of Fanatics, which includes notable names like the English RFU, Rugby Australia, and the British & Irish Lions, among others. With a vast portfolio spanning over 900 sports clubs and properties globally, Fanatics is dedicated to delivering top-notch merchandise and shopping experiences for fans of all sports.
In conclusion, the collaboration between New Zealand Rugby and Fanatics promises to set a new standard in sports merchandise retail and redefine the way fans show their support for their favorite teams, emphasizing inclusivity and accessibility on a global scale.
