Fanatics signed an omnichannel retail and merchandising partnership with New Zealand Rugby through the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. The contract terms will offer fans a range of team merchandise, including the All Blacks and Black Ferns official 2024 Adidas jersey, official replica kit, training wear, and licensed merchandise spanning a range of categories.
Under the terms of the partnership, Fanatics will become the exclusive worldwide operator for New Zealand Rugby’s e-commerce store, allblackshop.com, and deliver in-stadium retail experience at home tests in New Zealand and worldwide, including this July in San Diego, CA when the All Blacks return to the U.S. to play Fiji.
Fanatics will also become the master licensee for New Zealand Rugby consumer products, leveraging its in-house manufacturing capabilities to create, distribute and All Blacks and Black Ferns merchandise.
Craig Fenton, chief executive at New Zealand Rugby Commercial, said, “We are thrilled to partner with Fanatics, a leader in their field. With a large fan base across the world. We are proud to be able to provide all fans, no matter where they’re based, with the opportunity to support our teams through supporters’ gear and an expanded retail range, along with a great shopping experience.”
This partnership adds the teams in Black to Fanatics’ partner roster across Rugby with the business also partnering with the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics has a global partner network of over 900 sports clubs, leagues and properties, including, NFL, NBA, MLB, NHL, Paris Saint-Germain, Chelsea, Juventus, The International Olympic Committee, UEFA, WWE, and Formula 1.
Stephen Dowling, president of International at Fanatics, said, “The All Blacks and Black Ferns are among the best in the world when it comes to on-pitch performance, elite mentality and delivering for their fans. We are honored to have the opportunity to match this level of excellence off the field, and we’re excited to deliver for fans of the Teams in Black across the globe.
“Partnering with elite sporting organizations such as New Zealand Rugby and coming together to push the envelope and delight sport fans is what drives us, and we will do everything in our power to enhance all New Zealand fans’ experience when they shop,” Dowling concluded.
Image courtesy New Zealand Rugby
