New Zealand Rugby and Fanatics, a prominent global digital sports platform renowned for licensed sports merchandise, have recently unveiled a groundbreaking partnership that promises to transform the world of sports merchandising. This innovative collaboration is set to provide fans of the All Blacks, Black Ferns, and other Teams in Black with exclusive access to official merchandise on a global scale.
The partnership is not a short-term venture but a long-term commitment extending through the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. This ensures fans will have access to a diverse range of Teams in Black merchandise, including the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training wear, and an array of licensed products.
With the All Blacks and Black Ferns boasting millions of fans worldwide, this partnership aims to enhance their global visibility, particularly in regions like North America and Asia. Leveraging Fanatics’ extensive global network, which spans over 80 locations with shipping to more than 180 countries, the collaboration seeks to bring Teams in Black closer to their fans around the world.
Fanatics will take on the exclusive management of New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and also oversee the in-stadium retail experience during home tests in New Zealand and internationally. A significant event in July in San Diego, where the All Blacks will face Fiji, is already marked on the calendar as a pivotal moment in this partnership.
Moreover, Fanatics will serve as the master licensee for New Zealand Rugby consumer products. Leveraging its in-house manufacturing capabilities, Fanatics is set to design, produce, and distribute a wide range of premium, unique merchandise for the All Blacks and Black Ferns. This move is designed to provide fans with the most extensive selection of officially licensed merchandise ever seen.
Expressing his excitement about the partnership, Craig Fenton, Chief Executive at New Zealand Rugby Commercial, highlighted the significance of the collaboration: “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, also shared his thoughts on the collaboration, emphasizing the commitment to enhancing the fan experience: “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 partnership elevates New Zealand Rugby to Fanatics’ prestigious list of rugby partners, alongside other notable names like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ extensive network spans across more than 900 sports clubs, leagues, and properties globally, covering a wide array of sports and events.
The collaboration between New Zealand Rugby and Fanatics is set to redefine the fan shopping experience by offering an unparalleled range of merchandise for fans to show their unwavering support for their favorite teams. This venture is not only about merchandise but also about connecting fans worldwide and ensuring they can proudly display their allegiance to the Teams in Black.
