New Zealand Rugby and Fanatics have joined forces in a groundbreaking partnership that promises to revolutionize the retail and merchandising experience for fans of the All Blacks, Black Ferns, and other Teams in Black around the world. This collaboration, set to run through major rugby events up to 2029, guarantees fans access to an extensive range of official merchandise, including the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, as well as replica kits and training wear.
The All Blacks and Black Ferns, both celebrated for their global success, boast a massive following across the world. The partnership with Fanatics aims to further expand their reach, particularly in key markets such as North America and Asia, leveraging Fanatics’ vast global network that spans over 80 locations and delivers to more than 180 countries.
Fanatics will take the reins in exclusively managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and will be responsible for providing the in-stadium retail experience during home tests in New Zealand and abroad. Notable upcoming events include a significant match in San Diego in July, where the All Blacks will take on Fiji in their first U.S. appearance in almost a decade.
Moreover, Fanatics will serve as the master licensee for New Zealand Rugby consumer products, leveraging its expertise in manufacturing to create, distribute, and sell a wide array of premium merchandise for the All Blacks and Black Ferns. This partnership is set to offer fans the most comprehensive selection of official merchandise ever seen.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the collaboration, highlighting the opportunity to reach fans worldwide and provide them with an expanded retail range and an enhanced shopping experience. Stephen Dowling, President of International at Fanatics, emphasized the commitment to excellence both on and off the field, promising to deliver an exceptional shopping experience for fans of the Teams in Black globally.
This partnership cements New Zealand Rugby’s place among Fanatics’ prestigious rugby partners, which include prominent organizations such as the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ extensive portfolio spans over 900 sports clubs, leagues, and properties worldwide, showcasing its leading position in the sports merchandise industry.
By teaming up, New Zealand Rugby and Fanatics are set to deliver an unmatched shopping experience that will allow fans from all corners of the globe to proudly support their favorite teams. This collaboration marks a new chapter in the world of sports retail, promising to bring fans closer to the action and excitement of the All Blacks and Black Ferns like never before.
