New Zealand Rugby has recently joined forces with Fanatics, a renowned digital sports platform, to revolutionize the way fans access official merchandise for the All Blacks, Black Ferns, and other Teams in Black on a global scale. This groundbreaking omnichannel retail and merchandising partnership is set to provide fans with an unprecedented range of merchandise options, extending through major rugby events until 2029.
The partnership, slated to cover the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups, will offer fans a wide array of merchandise including the official 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training gear, and a diverse selection of licensed products. With millions of fans around the world, the All Blacks and Black Ferns are set to gain increased visibility, particularly in North America and Asia, through Fanatics’ extensive global network spanning over 80 locations and shipping to more than 180 countries.
Fanatics will take the reins in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and will provide the in-stadium retail experience during home tests in New Zealand and internationally. The partnership will kick off with a significant event in July in San Diego where the All Blacks will play against Fiji, marking their much-anticipated return to the US after nearly a decade.
Moreover, Fanatics will hold the exclusive master licensing rights for New Zealand Rugby consumer products. Leveraging its internal manufacturing capabilities, Fanatics will craft, distribute, and sell a diverse range of premium and unique merchandise for the All Blacks and Black Ferns, offering fans the most extensive selection to date.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, highlighting the opportunity to provide fans worldwide with a superior shopping experience and an expanded retail range to show support for their favorite teams. Stephen Dowling, President of International at Fanatics, echoed this sentiment, emphasizing the commitment to enhancing the fan experience and delivering top-notch service to fans of the Teams in Black globally.
The collaboration between New Zealand Rugby and Fanatics not only enriches the fan experience but also cements Fanatics’ standing in the world of rugby partnerships. With a diverse portfolio that includes the likes of English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions, Fanatics’ partnership with over 900 sports clubs worldwide demonstrates a shared commitment to providing fans with unrivaled merchandise options and top-tier customer service.
In conclusion, the partnership between New Zealand Rugby and Fanatics is poised to offer fans an unparalleled shopping experience and an extensive range of high-quality merchandise, enabling supporters worldwide to proudly stand behind their favorite teams, the All Blacks and Black Ferns.
