New Zealand Rugby has joined forces with Fanatics, an eminent digital sports platform and renowned authority in licensed sports merchandise, in a monumental partnership aimed at revolutionizing retail and merchandising in the global sports arena. This groundbreaking collaboration is poised to provide fans of the All Blacks, Black Ferns, and other Teams in Black with unparalleled access to official merchandise on a global scale.
Extending all the way through the 2027 Men’s Rugby World Cup as well as the 2025 and 2029 Women’s Rugby World Cups, this long-term partnership is set to offer fans an extensive array of Teams in Black merchandise. From the official 2024 adidas jerseys for the All Blacks and Black Ferns to replica kits, training apparel, and a diverse range of licensed products, supporters will have a wide variety of options to choose from.
The All Blacks and Black Ferns, who have captured the hearts of millions of fans worldwide with their stellar performances, are looking to enhance their visibility, particularly in North America and Asia, by leveraging Fanatics’ expansive global network. With a presence in over 80 locations and delivering to more than 180 countries, Fanatics is in a prime position to take the Teams in Black to even greater heights.
In an exclusive arrangement, Fanatics will oversee the management of New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and will also be responsible for the in-stadium retail experience during home tests in New Zealand and beyond. Notably, the partnership will be showcased during a significant event in San Diego in July where the All Blacks will clash with Fiji, marking their return to the US after nearly a decade.
Furthermore, Fanatics will step into the role of 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 and unique merchandise for the All Blacks and Black Ferns, presenting fans with the most comprehensive selection they’ve ever seen.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the collaboration, saying, “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.”
Echoing Fenton’s sentiments, Stephen Dowling, President of International at Fanatics, added, “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.”
By teaming up with Fanatics, New Zealand Rugby joins an illustrious list of rugby partners, including the likes of the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ partnership portfolio spans over 900 sports clubs, leagues, and properties globally, boasting collaborations with esteemed entities such as the NFL, NBA, MLB, NHL, Paris Saint-Germain, Chelsea, Juventus, the International Olympic Committee, UEFA, WWE, and Formula 1.
The alliance between New Zealand Rugby and Fanatics promises to deliver an unmatched shopping experience to fans worldwide, offering an extensive range of merchandise that empowers supporters to proudly back their favorite teams.