New Zealand Rugby has taken a monumental leap forward in their retail and merchandising efforts by partnering with Fanatics, a prominent digital sports platform renowned for its licensed sports merchandise. This alliance is not just a run-of-the-mill deal; it’s a game-changer in the world of sports retail.
This groundbreaking collaboration is set to revolutionize the way fans engage with the All Blacks, Black Ferns, and other Teams in Black. With plans extending long-term through prestigious events like the Men’s Rugby World Cup in 2027 and the Women’s Rugby World Cups in 2025 and 2029, fans can expect a treasure trove of officially licensed merchandise. From the iconic 2024 adidas jerseys to replica kits, training gear, and an assortment of licensed products, supporters will have access to an extensive range of team gear like never before.
The strategic partnership is all about enhancing the global presence of the All Blacks and Black Ferns, who boast a massive following worldwide. Particularly targeting regions like North America and Asia, Fanatics’ expansive global network spanning over 80 locations and servicing more than 180 countries will undoubtedly elevate the teams’ visibility on a global scale.
Fanatics will take the reins in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, along with providing in-stadium retail experiences during home games both in New Zealand and around the world. Notably, a significant event is scheduled for July in San Diego, where the All Blacks will clash with Fiji, marking their return to the US after nearly a decade.
As part of the deal, Fanatics also secures the master licensee status for New Zealand Rugby’s consumer products. Leveraging its robust in-house manufacturing capabilities, Fanatics plans to craft, distribute, and sell a diverse range of premium and unique merchandise for the All Blacks and Black Ferns. This commitment to offering fans an unparalleled shopping experience with an extensive selection of products is a testament to the partnership’s dedication to fan satisfaction.
Expressing his excitement about the collaboration, New Zealand Rugby Commercial Chief Executive, Craig Fenton, emphasized the value of partnering with a top-tier company like Fanatics. Stephen Dowling, President of International at Fanatics, reciprocated the enthusiasm, highlighting the company’s commitment to providing the best shopping experience for New Zealand Rugby fans worldwide.
Joining forces with Fanatics places New Zealand Rugby in an elite circle of rugby partners, alongside prestigious entities like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ impressive portfolio includes collaborations with over 900 sports clubs and properties across the globe, ranging from the NFL to Formula 1, showcasing their prowess in sports retail.
In conclusion, the partnership between New Zealand Rugby and Fanatics is not just about selling merchandise; it’s about elevating the fan experience to new heights. With a focus on quality, diversity, and accessibility, this collaboration aims to bring fans closer to their beloved teams like never before, ensuring that supporters worldwide can proudly display their allegiance to the Teams in Black.
