New Zealand Rugby and Fanatics have crafted a groundbreaking partnership that promises to revolutionize the global retail experience for fans of the All Blacks, Black Ferns, and other Teams in Black. The collaboration between the leading rugby organization and the renowned digital sports platform and licensed sports merchandise authority will stretch all the way to 2029, encompassing major tournaments like the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups.
Fans can anticipate an extensive assortment of official merchandise ranging from the highly coveted 2024 adidas jerseys for the All Blacks and Black Ferns to replica kits, training wear, and a diverse array of licensed products. The partnership aims to heighten the visibility of these successful teams, especially in regions like North America and Asia, by leveraging Fanatics’ extensive global network, which spans over 80 locations and ships to more than 180 countries.
Fanatics will take the reins in exclusively 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 abroad. An exciting event awaits in July in San Diego, where the All Blacks are scheduled to clash with Fiji, marking their return to the US after nearly a decade.
Moreover, Fanatics will assume the role of master licensee for New Zealand Rugby consumer products. Leveraging their in-house manufacturing capabilities, Fanatics will craft, distribute, and sell a wide array of premium, unique merchandise for the All Blacks and Black Ferns, ensuring fans have access to the most extensive selection ever seen.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his delight about the partnership, stating, “We are thrilled to partner with Fanatics, a leader in their field. With a large fan base worldwide, we are proud to provide all fans, no matter where they’re based, with the opportunity to support our teams through an expanded retail range and a superior shopping experience.” Stephen Dowling, President of International at Fanatics, echoed this sentiment, emphasizing, “The All Blacks and Black Ferns are among the best in the world in terms of performance and fan engagement. We are honored to match this excellence off the field and deliver for fans of the Teams in Black globally.”
The collaboration between New Zealand Rugby and Fanatics promises an unparalleled shopping experience enhanced by a wide range of merchandise options, enabling fans worldwide to proudly show their support for their beloved teams. This alliance strengthens Fanatics’ position as a global leader in sports retail partnerships, adding New Zealand Rugby to their ever-growing list of esteemed rugby partners and further solidifying their presence in the sports merchandise industry.
