New Zealand Rugby and Fanatics, two influential entities in the sports industry, have come together to create a revolutionary partnership that will revolutionize the way fans engage with their favorite teams. Fans of the iconic All Blacks, Black Ferns, and other Teams in Black will soon have access to a plethora of official merchandise on a global scale.
This innovative partnership is set to last through significant rugby events such as the 2027 Men’s Rugby World Cup, and the 2025 and 2029 Women’s Rugby World Cups, ensuring that fans have plenty of opportunities to sport their favorite team’s gear. The collaboration promises an extensive assortment of merchandise, including the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training apparel, and an array of licensed products.
With millions of fans worldwide, the All Blacks and Black Ferns are undoubtedly powerhouse teams in the world of rugby. By teaming up with Fanatics, a leading digital sports platform known for its vast global network, New Zealand Rugby aims to expand the visibility of their teams, particularly in regions like North America and Asia. Fanatics’ presence in over 80 locations and the ability to ship to 180 countries will open up new avenues for fans to connect with their favorite teams.
As part of this partnership, Fanatics will take the reins in managing New Zealand Rugby’s official online store, www.allblackshop.com, and enhancing the in-stadium retail experience during home tests in New Zealand and beyond. Fans can look forward to an exciting event in San Diego in July, where the All Blacks will take on Fiji, marking their much-anticipated return to the US after nearly ten years.
Moreover, Fanatics will serve as the master licensee for a range of New Zealand Rugby consumer products, leveraging its expertise in manufacturing to produce a diverse selection of premium merchandise for the All Blacks and Black Ferns. This collaboration promises to offer fans the most extensive lineup of team merchandise ever seen, ensuring that supporters have access to unique and high-quality products.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, emphasizing the opportunity to provide fans worldwide with an expanded range of team merchandise and an exceptional shopping experience. The collaboration with Fanatics will undoubtedly enhance the fan engagement and support for the Teams in Black globally.
Stephen Dowling, President of International at Fanatics, highlighted the excellence and fan engagement of the All Blacks and Black Ferns, expressing the company’s commitment to delivering an unmatched shopping experience for fans worldwide. The partnership with New Zealand Rugby signifies Fanatics’ dedication to enhancing the fan experience and ensuring that fans have access to the best team merchandise available.
By joining forces with Fanatics, New Zealand Rugby enters a prestigious group of rugby partners, including prominent names like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ extensive portfolio spans over 900 sports clubs and properties globally, solidifying its position as a leader in the sports merchandise industry.
The collaboration between New Zealand Rugby and Fanatics is poised to redefine the fan shopping experience, offering supporters an unparalleled range of merchandise to proudly showcase their allegiance to the All Blacks, Black Ferns, and all Teams in Black. With a shared commitment to excellence and fan satisfaction, this partnership is set to elevate the fan experience and strengthen the connection between fans and their beloved teams.
