World Rugby and Fanatics partner to launch global licensed merchandise program

World Rugby has announced an exclusive global partnership with digital sports platform Fanatics to launch and manage its official retail and licensing program, including Rugby World Cups through to 2029.

Aligned with the global governing body’s strategy to grow the sport by increasing relevance and accessibility to younger fans on a global scale, the wide-ranging partnership aims to expand the game’s reach by making merchandise more accessible to rugby fans worldwide

Under the deal, Fanatics will operate the in-venue memorabilia and licensing programme for events like the men’s Rugby World Cup in 2027 in Australia and the women’s Rugby World Cup in England next year and in Australia in 2029.

On top of in-stadium retail, Fanatics will also handle e-commerce sales through an online store that will operate on a cloud commerce platform that will be integrated with World Rugby’s digital channels.

The online store will operate on Fanatics' advanced Cloud Commerce Platform (CCP), seamlessly integrating with World Rugby’s digital channels, including events, ticketing and content, creating a unified rugby retail destination.

Known for partnering with top sports brands worldwide, Fanatics has significant experience in rugby through partnerships with Rugby Australia, England Rugby, New Zealand Rugby, Six Nations Rugby, and the British & Irish Lions. It also partners with over 900 of the world’s preeminent sports organizations, including Chelsea FC, Paris Saint-Germain, Juventus, Aston Villa, Everton, the AFL, the R&A, NFL, NBA, NHL, WWE and Formula 1.

Announcing the partnership, World Rugby Chief Revenue Officer, Michel Poussau stated “this is a landmark deal that represents our ambition to align our events and products under a single always on destination for fans.

“It will ensure that their experience will be best-in-class, no matter where they are in the world as we accelerate into a new era for rugby.”

Fanatics President of International Stephen Dowling added “rugby is undergoing a huge transformation in terms of how it reaches and engages with fans across the globe, and we are delighted to partner with World Rugby to bring forward this exciting new era.

“With tentpole events, such as the Women’s Rugby World Cup 2025, on the horizon, this collaboration will offer rugby fans a new, always-on global destination offering access to the very best in product, service and fan experience - no matter where you are in the world or how you prefer to shop.

“Together with World Rugby, we are raising the bar for rugby fans around the world, and we can’t wait to get started.”

Image: The Wallabies take on Georgia during the Rugby World Cup Cup 2023. Credit: Shutterstock.