New Zealand Rugby and Fanatics, two powerhouses in their respective fields, have joined forces in a groundbreaking partnership that will revolutionize the way fans access official merchandise for the All Blacks, Black Ferns, and other Teams in Black across the globe.
Striking a deal that spans all the way to 2029, including significant milestones like the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups, this collaboration promises an extensive array of Teams in Black merchandise. Fans can look forward to getting their hands on the official 2024 adidas jerseys, replica kits, training apparel, and a diverse range of licensed products that showcase their unwavering support for their favorite teams.
With millions of ardent supporters scattered worldwide, the All Blacks and Black Ferns are gearing up to enhance their visibility, especially in regions like North America and Asia, leveraging Fanatics’ expansive global network. Boasting offices and manufacturing facilities in over 80 locations and the ability to ship to more than 180 countries, Fanatics is well-equipped to cater to the demands of the global fanbase.
Fanatics will be taking the reins in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and will also oversee the in-stadium retail experience during home tests in New Zealand and beyond. Fans can anticipate an exceptional shopping experience during the upcoming event in San Diego this July, where the All Blacks will take on Fiji, marking their long-awaited return to the US after nearly a decade.
In an exclusive partnership agreement, Fanatics will also become the master licensee for New Zealand Rugby consumer products. Leveraging their in-house manufacturing capabilities, Fanatics will design, produce, and distribute a wide range of premium, one-of-a-kind merchandise dedicated to the All Blacks and Black Ferns, offering fans the most extensive selection to date.
Craig Fenton, the Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the collaboration, 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, saying, “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. Partnering with elite organizations like New Zealand Rugby and enhancing the fan experience drives us, and we will do everything to ensure New Zealand fans have the best shopping experience.”
This innovative collaboration not only solidifies New Zealand Rugby’s presence in Fanatics’ prestigious list of partners but also sets the stage for an unparalleled shopping experience for fans worldwide. With an impressive portfolio that includes collaborations with rugby giants like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions, Fanatics is no stranger to elevating fan engagement across various sports and properties.
The future of New Zealand Rugby merchandise looks promising, with fans set to enjoy an extensive range of exclusive products that allow them to proudly display their allegiance and support for their beloved teams. Joining forces with Fanatics has opened up new avenues for an enhanced fan experience, underscoring the commitment of both parties to cater to the diverse needs and desires of rugby enthusiasts across the globe.
