New Zealand Rugby has joined forces with Fanatics, a renowned global digital sports platform and licensed sports merchandise authority, in a pioneering omnichannel retail and merchandising partnership. This collaboration aims to provide fans of the All Blacks, Black Ferns, and other Teams in Black with access to official merchandise on a global scale.
With an eye on the future, this partnership is set to extend through major upcoming events such as the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. Fans can look forward to a diverse range of Teams in Black merchandise, including the official 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training wear, and an assortment of licensed products.
The All Blacks and Black Ferns boast a massive global fanbase, and this partnership aims to amplify their visibility, particularly in North America and Asia, leveraging Fanatics’ extensive global network. Fanatics, with offices and manufacturing facilities in over 80 locations and serving more than 180 countries, stands as a key player in the world of sports merchandise.
Under the terms of the agreement, Fanatics will manage New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and oversee in-stadium retail experiences during home tests both in New Zealand and internationally. Notably, a significant event in July in San Diego will mark the All Blacks’ first return to the US in nearly a decade.
Moreover, Fanatics will take on the role of master licensee for New Zealand Rugby consumer products, utilizing its manufacturing capabilities to produce, distribute, and sell premium and unique merchandise for the All Blacks and Black Ferns, providing fans with an unparalleled selection of products.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the collaboration, highlighting the opportunity to offer global fans an expanded retail range and an enhanced shopping experience. Stephen Dowling, President of International at Fanatics, echoed this sentiment, emphasizing their commitment to matching the excellence of the All Blacks and Black Ferns both on and off the field.
This partnership further solidifies Fanatics’ standing in the world of rugby, adding New Zealand Rugby to its impressive list of partners that includes the likes of the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ extensive network spans over 900 sports clubs, leagues, and properties globally, showcasing their commitment to enhancing the fan experience across various sports.
Fans worldwide can anticipate an exceptional shopping experience with a wide array of merchandise to proudly support their favorite teams, as New Zealand Rugby and Fanatics work together to bring an unparalleled level of fan engagement and merchandise variety to the global market.
