New Zealand Rugby has teamed up with Fanatics, a premier global digital sports platform, setting the stage for a groundbreaking omnichannel retail and merchandising partnership. This exciting collaboration is geared towards offering fans of the All Blacks, Black Ferns, and other Teams in Black the opportunity to access official merchandise on a global scale.
Extending until the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups, this long-term partnership aims to provide fans with an extensive range of Teams in Black merchandise. From the official 2024 adidas jerseys for the All Blacks and Black Ferns to replica kits, training wear, and a diverse array of licensed products, supporters will have an unparalleled selection to choose from.
With the All Blacks and Black Ferns boasting millions of fans worldwide, this partnership seeks to enhance their visibility, particularly in North America and Asia, leveraging Fanatics’ extensive global network. Fanatics, with offices and manufacturing facilities in over 80 locations and shipping to more than 180 countries, is well-positioned to aid in this mission.
Fanatics will take the reins in exclusively managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, as well as providing the in-stadium retail experience during home tests in New Zealand and around the world. Notably, an exciting event awaits fans in July in San Diego, where the All Blacks will clash with Fiji, marking their return to the US after nearly a decade.
Additionally, Fanatics will serve as the master licensee for New Zealand Rugby consumer products, leveraging its in-house manufacturing capabilities to produce, distribute, and sell a wide range of premium and unique merchandise for the All Blacks and Black Ferns. This move aims to offer fans the most comprehensive selection of team merchandise ever seen.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, lauding Fanatics as a leader in their field. He emphasized the pride in offering fans worldwide the chance to back their teams through an expanded retail range and an enhanced shopping experience. Stephen Dowling, President of International at Fanatics, echoed this enthusiasm, highlighting the honor of partnering with elite organizations like New Zealand Rugby to elevate the fan experience globally.
This collaboration further solidifies Fanatics’ standing as a key player in the world of sports merchandise, with a growing roster of rugby partners that includes the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions, among many others. Fanatics works closely with over 900 sports clubs, leagues, and properties globally, spanning the NFL, NBA, MLB, NHL, and a host of top-tier football clubs and organizations.
As this partnership unfolds, it promises to deliver an unparalleled shopping experience and an extensive selection of merchandise, allowing fans worldwide to proudly support their favorite teams, the All Blacks and Black Ferns. With a shared commitment to enhancing fan engagement and satisfaction, New Zealand Rugby and Fanatics are set to revolutionize the retail landscape for Teams in Black enthusiasts everywhere.
