New Zealand Rugby and Fanatics have joined forces in a groundbreaking partnership that will revolutionize the availability of official merchandise for fans of the All Blacks, Black Ferns, and other Teams in Black worldwide. This collaboration marks an exciting step towards providing fans with an extensive range of premium merchandise and an enhanced shopping experience.
The partnership between New Zealand Rugby and Fanatics is a long-term commitment, extending through major events such as the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. Fans can look forward to accessing a diverse array of merchandise, including the official 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training wear, and a wide range of licensed products.
Fanatics, a leading global digital sports platform with a strong presence in over 80 locations worldwide, will play a pivotal role in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com. In addition to online retail, Fanatics will enhance in-stadium retail experiences during home tests in New Zealand and internationally. The partnership will also include a significant event in July in San Diego, where the All Blacks will face Fiji, marking a milestone return to the US after nearly a decade.
One of the key highlights of the partnership is Fanatics becoming the master licensee for New Zealand Rugby consumer products. Leveraging its in-house manufacturing capabilities, Fanatics will create, distribute, and sell a wide variety of premium and unique merchandise for the All Blacks and Black Ferns. This move will offer fans the most extensive selection of licensed products ever seen, further enhancing their connection to the teams they support.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, emphasizing the importance of providing fans worldwide with the opportunity to support their teams through an expanded retail range and a top-tier shopping experience. Stephen Dowling, President of International at Fanatics, echoed this sentiment, highlighting the commitment to delivering excellence for fans of the Teams in Black globally.
By partnering with Fanatics, New Zealand Rugby aims to increase the visibility and market reach of the All Blacks and Black Ferns, particularly in regions like North America and Asia. Fanatics boasts an extensive global network, shipping to more than 180 countries, which will be leveraged to bring official merchandise to fans around the world. This collaboration not only enhances the fan experience but also strengthens the presence of New Zealand Rugby at an international level.
The partnership between New Zealand Rugby and Fanatics adds the All Blacks and Black Ferns to Fanatics’ esteemed list of rugby partners, which includes other prominent organizations such as the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ collaboration with over 900 sports clubs, leagues, and properties worldwide demonstrates its commitment to enhancing the fan experience across various sports and events.
In conclusion, the collaboration between New Zealand Rugby and Fanatics signifies a new era of global merchandising and retail for the All Blacks, Black Ferns, and Teams in Black fans. With a focus on providing top-quality merchandise and a superior shopping experience, this partnership is set to elevate fan engagement and support for New Zealand Rugby teams on a global scale.
