New Zealand Rugby and Fanatics Forge Major Global Partnership

New Zealand Rugby and Fanatics, a leading global digital sports platform and authority in licensed sports merchandise, have announced a groundbreaking omnichannel retail and merchandising partnership. This collaboration will allow fans of the All Blacks, Black Ferns, and other Teams in Black to access official merchandise globally.

Long-Term Collaboration to 2029​

The partnership, extending through the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups, promises to provide fans with a vast range of Teams in Black merchandise. This includes the official 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training wear, and a diverse array of licensed products.

The All Blacks and Black Ferns, renowned for their success on the global stage, have millions of fans worldwide. This partnership aims to increase their visibility, particularly in North America and Asia, leveraging Fanatics’ expansive global network. Fanatics operates offices and manufacturing facilities in over 80 locations and ships to more than 180 countries.

Exclusive Management and Licensing​

Fanatics will exclusively manage New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and provide the in-stadium retail experience at home tests in New Zealand and internationally. This includes a significant event in July in San Diego, where the All Blacks will face Fiji, marking their first return to the US in nearly a decade.

Additionally, Fanatics will become the master licensee for New Zealand Rugby consumer products. Utilizing its in-house manufacturing capabilities, Fanatics will create, distribute, and sell a wide variety of premium, unique merchandise for the All Blacks and Black Ferns, offering fans the most extensive selection ever.

Leadership Insights​

Craig Fenton, Chief Executive at New Zealand Rugby Commercial, shared his enthusiasm: “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, added: “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.”

Enhancing the Fan Experience​

This partnership adds New Zealand Rugby to Fanatics’ growing roster of rugby partners, 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, including the NFL, NBA, MLB, NHL, Paris Saint-Germain, Chelsea, Juventus, the International Olympic Committee, UEFA, WWE, and Formula 1.

The collaboration between New Zealand Rugby and Fanatics is set to deliver an unparalleled shopping experience and an extensive range of merchandise, allowing fans globally to proudly support their favorite teams.