New Zealand Rugby and Fanatics, a prominent digital sports platform specializing in licensed sports merchandise, have joined forces in a groundbreaking partnership sure to excite fans of the All Blacks, Black Ferns, and other Teams in Black around the world.
The collaboration, set to run through the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups, will offer an extensive selection of official Teams in Black merchandise. This includes the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, as well as replica kits, training apparel, and a wide range of licensed products.
With a massive global fanbase, the All Blacks and Black Ferns are celebrated for their success on the international stage. Through this partnership, New Zealand Rugby and Fanatics aim to further boost their presence, particularly in North America and Asia, leveraging Fanatics’ broad global network that spans over 80 locations and ships to more than 180 countries.
Fanatics will take on the exclusive management of New Zealand Rugby’s official eCommerce store, www.allblackshop.com. The partnership extends to providing in-stadium retail experiences during home tests in New Zealand and across the globe, including a significant event in July in San Diego where the All Blacks will face Fiji, marking their return to the US after nearly a decade.
Moreover, Fanatics will also become the master licensee for New Zealand Rugby consumer products. Using its extensive in-house manufacturing capabilities, Fanatics will design, distribute, and sell a diverse range of premium and unique merchandise for the All Blacks and Black Ferns, ensuring fans have the most comprehensive selection ever.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, stating that they are proud to team up with Fanatics, a leader in the industry, to offer fans all over the world an expanded retail range and an enhanced shopping experience to support their favorite teams.
Stephen Dowling, President of International at Fanatics, added that they are honored to work with elite organizations like New Zealand Rugby, striving to match the excellence seen on the field with a top-notch fan experience off the field. This collaboration aims to provide fans of the Teams in Black globally with the best shopping experience possible.
The partnership between New Zealand Rugby and Fanatics further cements Fanatics’ position as a key player in the rugby merchandise market. With partnerships including the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions, Fanatics collaborates with over 900 sports clubs, leagues, and properties worldwide.
This alliance promises an unmatched shopping experience and an extensive range of merchandise for fans globally to proudly support their beloved All Blacks, Black Ferns, and other Teams in Black, solidifying New Zealand Rugby’s reach and Fanatics’ reputation as a go-to destination for sports merchandise enthusiasts.
