New Zealand Rugby and Fanatics have joined forces in a groundbreaking partnership that will revolutionize the retail and merchandising experience for fans of the All Blacks, Black Ferns, and other Teams in Black worldwide. This collaboration, set to run until 2029, encompasses major events such as the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. Fans can look forward to a diverse range of merchandise, including official 2024 adidas jerseys, replica kits, training wear, and various licensed products.
With millions of fans globally, the All Blacks and Black Ferns are known for their success on the international stage. The partnership aims to boost their visibility, especially in North America and Asia, utilizing the expansive global network of Fanatics. Operating in over 80 locations with shipping to 180 countries, Fanatics is well-equipped to enhance the reach of New Zealand Rugby’s merchandise.
Fanatics will take charge of managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and provide in-stadium retail experiences during home tests in New Zealand and abroad. Additionally, as the master licensee for New Zealand Rugby consumer products, Fanatics will leverage its manufacturing capabilities to offer fans a wide array of premium and unique merchandise, ensuring the most extensive selection ever available for the All Blacks and Black Ferns supporters.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, highlighting the opportunity to provide fans globally with an enhanced retail range and superior shopping experience. Stephen Dowling, President of International at Fanatics, emphasized the importance of matching the excellence of the All Blacks and Black Ferns on the field with an exceptional fan experience off the field, ensuring that fans worldwide have access to top-notch merchandise.
This collaboration adds New Zealand Rugby to Fanatics’ impressive list of rugby partners, which includes renowned entities such as the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ extensive portfolio spans over 900 sports clubs, leagues, and properties worldwide, solidifying its reputation as a leader in the sports merchandise industry.
The partnership between New Zealand Rugby and Fanatics promises to elevate the shopping experience for fans, offering an unparalleled range of merchandise that enables supporters globally to proudly back their favorite teams. With a commitment to enhancing fan engagement and delivering excellence in merchandise, this alliance is set to delight fans of the Teams in Black around the world.
