New Zealand Rugby and Fanatics have come together in an exciting partnership to revolutionize the world of sports merchandise. By joining forces, they aim to provide fans of the iconic Teams in Black, such as the All Blacks and Black Ferns, with a broader range of official merchandise available worldwide.
The collaboration between New Zealand Rugby and Fanatics is set to run until 2029, encompassing key events like the Men’s Rugby World Cup in 2027 and the Women’s Rugby World Cups in 2025 and 2029. With a sharp focus on enhancing the fan experience, this partnership promises an extensive array of products, including the coveted official 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training gear, and a diverse range of licensed items.
Fanatics, a well-known digital sports platform, will take on the exclusive management of New Zealand Rugby’s official online store, www.allblackshop.com. Moreover, Fanatics will spearhead the in-stadium retail experience during home tests in New Zealand and international games. One highlight event will be in July in San Diego, where the All Blacks are scheduled to play Fiji, marking a significant return to the US after nearly a decade.
In a move aimed at enriching the merchandise offerings, Fanatics will serve as the master licensee for New Zealand Rugby consumer products. Leveraging its extensive global network, which includes over 80 locations and shipping to more than 180 countries, Fanatics plans to utilize its in-house manufacturing capabilities to develop and distribute a wide variety of premium merchandise for the All Blacks and Black Ferns.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the collaboration, emphasizing the opportunity to reach fans worldwide through an expanded retail range. Stephen Dowling, President of International at Fanatics, echoed this sentiment, highlighting the elite status of the All Blacks and Black Ferns and the commitment to enhancing the fan experience on a global scale.
The partnership between New Zealand Rugby and Fanatics aligns the Teams in Black with an impressive lineup of rugby partners under Fanatics’ umbrella, which includes prominent names like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. With a portfolio that spans over 900 sports clubs, leagues, and properties worldwide, Fanatics is renowned for its dedication to providing fans with an unparalleled shopping experience.
In conclusion, the collaboration between New Zealand Rugby and Fanatics represents a significant milestone in the world of sports merchandise. By combining their expertise and resources, they are poised to elevate the fan experience and offer supporters of the iconic Teams in Black an extensive selection of merchandise to showcase their unwavering passion and support.
