New Zealand Rugby agrees Fanatics partnership to grow merchandise sales

New Zealand Rugby and digital sports platform and licensed sports merchandise leaders Fanatics have announced a landmark omnichannel retail and merchandising partnership.

The partnership - which will last through the 2027 Men’s Rugby World Cup, as well as the 2025 and 2029 Women’s Rugby World Cups - will see fans of the All Blacks, Black Ferns and other New Zealand teams able to purchase merchandise from wherever they are in the world, particularly in regions such as North America and Asia.

This will include a range of ‘Teams in Black’ merchandise, including the All Blacks and Black Ferns official 2024 adidas jersey, official replica kit, training wear and a wide assortment of 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 official online shop while also take control of in-stadium retail operations at home tests in New Zealand and select fixtures across the world, including on19th July when the All Blacks face Fiji at the Snapdragon Stadium in San Diego, USA.

Announcing the link, New Zealand Rugby Commercial Chief Executive, Craig Fenton stated “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.”

Fanatics’ President of International, Stephen Dowling added “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 honoured 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 organisations 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.”

The company adds the New Zealand teams to its roster of partnered rugby organisations which includes the Rugby Football Union (RFU) of England, Rugby Australia, Six Nations Rugby and the British and Irish Lions.

Image: The Black Ferns. Credit: World Rugby.