New Zealand Rugby and Fanatics have joined forces to create a groundbreaking partnership that will redefine the merchandising experience for fans of the Teams in Black. This collaboration is set to span over a decade, encompassing major rugby events such as the Men’s Rugby World Cup in 2027 and the Women’s Rugby World Cups in 2025 and 2029.
The partnership aims to provide fans with an extensive array of merchandise, including official jerseys, replica kits, training wear, and licensed products. Fans of the All Blacks and Black Ferns, renowned for their global success, will now have access to a diverse range of Team in Black merchandise, all thanks to this innovative collaboration.
Fanatics, a leading digital sports platform with a global presence, will take on the exclusive management of New Zealand Rugby’s official eCommerce store, www.allblackshop.com. In addition to managing the online retail experience, Fanatics will also oversee in-stadium retail operations during home tests in New Zealand and abroad.
A highlight of the partnership will be the management of the retail experience during the All Blacks’ upcoming match against Fiji in San Diego, marking their first return to the US in nearly ten years. Fanatics’ reach extends worldwide, with offices and manufacturing facilities in over 80 locations and shipping to more than 180 countries, making it an ideal partner to enhance the global visibility of the Teams in Black.
Fanatics will become the master licensee for New Zealand Rugby consumer products, leveraging its manufacturing capabilities to create and distribute a wide range of premium merchandise for fans. This strategic move will ensure that fans have access to the most extensive selection of unique and high-quality merchandise ever offered for the All Blacks and Black Ferns.
Both organizations are excited about the benefits this partnership will bring to fans. Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his enthusiasm for the collaboration, highlighting the opportunity to provide fans worldwide with an expanded retail range and an enhanced shopping experience. Stephen Dowling, President of International at Fanatics, emphasized the commitment to delivering an outstanding experience for fans globally.
By partnering with Fanatics, New Zealand Rugby joins a prestigious list of sports organizations that have benefited from Fanatics’ expertise in merchandising. The collaboration is a testament to the growing recognition of rugby on a global scale, with Fanatics already working with major rugby partners such as the English RFU, Rugby Australia, and the Six Nations Rugby.
The collaboration between New Zealand Rugby and Fanatics is poised to elevate the fan experience to new heights, offering fans an unparalleled shopping experience and an extensive range of merchandise to show their support for the All Blacks and Black Ferns. This partnership will undoubtedly set a new standard in sports merchandising, delighting fans around the world who are passionate about the Teams in Black.
