New Zealand Rugby and Fanatics have joined forces in a monumental partnership that is set to revolutionize the world of sports merchandising. The collaboration will bring an array of official merchandise for fans of the All Blacks, Black Ferns, and other Teams in Black, making it easily accessible on a global scale.
This long-term agreement is not just for a season or two. It’s a commitment that stretches all the way to 2029, covering major events like the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. Fans can look forward to a wide selection of merchandise, including the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training gear, and a variety of licensed products.
With a massive global following, the All Blacks and Black Ferns are household names in the rugby world. Through this partnership, New Zealand Rugby aims to boost their presence, especially in regions like North America and Asia, leveraging Fanatics’ extensive global reach. Fanatics operates in numerous locations globally and ships to over 180 countries, making it easier for fans worldwide to show their support for their favorite teams.
Fanatics will take the reins in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and will oversee in-stadium retail operations during home tests in New Zealand and abroad. The collaboration will kick off with a significant event in San Diego in July, where the All Blacks will go head-to-head with Fiji, marking their first game in the US in almost ten years.
In addition to managing the online store, Fanatics will also become the master licensee for New Zealand Rugby’s consumer products. Leveraging their in-house manufacturing capabilities, Fanatics will design, produce, and distribute an extensive range of premium merchandise for the All Blacks and Black Ferns, ensuring fans have access to the widest selection of products ever available.
Craig Fenton, the Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, highlighting the opportunity to reach fans worldwide and provide them with an enhanced shopping experience. Stephen Dowling, President of International at Fanatics, echoed this sentiment, emphasizing their commitment to delivering the best merchandise and shopping experience for fans of the Teams in Black globally.
The partnership between New Zealand Rugby and Fanatics further solidifies Fanatics’ position as a key player in the world of sports merchandising. With an impressive portfolio of rugby partners, including the likes of the English RFU, Rugby Australia, and the British & Irish Lions, Fanatics is a go-to destination for sports fans worldwide.
Fans of the All Blacks and Black Ferns can look forward to an unparalleled shopping experience, thanks to this collaboration between two powerhouse entities in the world of sports. Whether it’s jerseys, training gear, or other licensed products, supporters will have access to an extensive range of merchandise to proudly show their allegiance to their favorite teams.
