New Zealand Rugby has struck a momentous deal with Fanatics, a renowned digital sports platform trusted for its licensed sports merchandise. This groundbreaking partnership is set to revolutionize the retail and merchandising experience for fans of the All Blacks, Black Ferns, and other Teams in Black on a global scale.
The collaboration between New Zealand Rugby and Fanatics is not just a short-term venture but a long-term commitment that extends through significant events like the 2027 Men’s Rugby World Cup, the 2025, and 2029 Women’s Rugby World Cups. This means fans can look forward to a wide array of merchandise including official jerseys, replica kits, training gear, and a diverse range of licensed products representing their favorite teams.
Fanatics, with its vast global network and extensive reach, is well-positioned to enhance the visibility of the All Blacks and Black Ferns, especially in regions like North America and Asia. With offices and manufacturing facilities in over 80 locations and shipping capabilities to more than 180 countries, Fanatics is the perfect partner to help New Zealand Rugby capture the hearts of millions of fans around the world.
As part of the partnership, Fanatics will take the reins in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com. It will also be responsible for delivering an exceptional in-stadium retail experience during home tests both in New Zealand and internationally. Notably, a significant event set in July in San Diego will mark a major milestone as the All Blacks return to the US after nearly a decade.
Furthermore, Fanatics will serve as the master licensee for New Zealand Rugby consumer products. Leveraging its in-house manufacturing capabilities, Fanatics will craft, distribute, and sell a premium and unique range of merchandise for the All Blacks and Black Ferns, providing fans with the most extensive selection yet.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, highlighting the opportunity to offer fans worldwide an expanded retail range and a top-notch shopping experience. On the other hand, Stephen Dowling, President of International at Fanatics, emphasized the commitment to providing the best shopping experience for New Zealand fans, matching the excellence displayed by the All Blacks and Black Ferns on the field.
By joining forces with Fanatics, New Zealand Rugby joins a prestigious list of rugby partners that the digital sports platform collaborates with, such as the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics boasts partnerships with over 900 sports clubs, leagues, and properties globally, ranging from major US sports leagues to European football giants, demonstrating its credibility as a leader in sports merchandise.
The partnership between New Zealand Rugby and Fanatics strives to elevate the fan experience by offering an unparalleled shopping journey and an extensive collection of merchandise. This collaboration not only aims to cater to the enthusiastic All Blacks and Black Ferns supporters but also to fans of rugby and sports worldwide, providing them with the opportunity to proudly show their support for their favorite teams in style.
