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New Zealand Rugby and Fanatics, a leading digital sports platform and global authority in licensed sports merchandise, have unveiled a landmark omnichannel retail and merchandising partnership. This collaboration enables global fans of the All Blacks, Black Ferns, and other Teams in Black to purchase official merchandise from anywhere in the world.
This long-term partnership extends through the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. It promises to offer fans a comprehensive range of Teams in Black merchandise, including the official 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training wear, and a diverse assortment of licensed products across multiple categories.
The All Blacks and Black Ferns are among the most successful teams in global sports, boasting millions of fans worldwide. This new partnership aims to increase the visibility and recognition of these teams, particularly in North America and Asia. Fans will benefit from Fanatics’ extensive global network, which includes offices and manufacturing facilities in over 80 locations, shipping to more than 180 countries.
Under this agreement, Fanatics will exclusively manage New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and deliver the in-stadium retail experience at home tests in New Zealand and internationally. This includes a notable event in July in San Diego, where the All Blacks will face Fiji, marking their return to the US for the first time in nearly a decade.
Moreover, Fanatics will serve as the master licensee for New Zealand Rugby consumer products. Leveraging its in-house manufacturing capabilities, Fanatics will create, distribute, and sell a wide array of premium, unique merchandise for the All Blacks and Black Ferns, offering fans the most extensive selection ever assembled.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed excitement about the partnership: “We are thrilled to partner with Fanatics, a leader in their field. With a large fan base across the world, we are proud to be able to provide all fans, no matter where they’re based, with the opportunity to support our teams through supporters' gear and an expanded retail range, along with a great shopping experience.”
Stephen Dowling, President of International at Fanatics, echoed this enthusiasm: “The All Blacks and Black Ferns are among the best in the world when it comes to on-pitch performance, elite mentality, and delivering for their fans. We are honored to have the opportunity to match this level of excellence off the field, and we’re excited to deliver for fans of the Teams in Black across the globe. Partnering with elite sporting organizations such as New Zealand Rugby and coming together to push the envelope and delight sport fans is what drives us, and we will do everything in our power to enhance all New Zealand fans’ experience when they shop.”
This partnership adds New Zealand Rugby to Fanatics’ growing roster of rugby partners, which includes the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics boasts a global network of over 900 sports clubs, leagues, and properties, 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 a broad array of merchandise, allowing fans worldwide to proudly support their favorite teams.
