New Zealand Rugby and Fanatics have joined forces in a monumental partnership that promises to shake up the global retail scene for sports merchandise. The iconic All Blacks and Black Ferns are set to take center stage with this collaboration, offering fans an extensive range of official merchandise available worldwide.
The partnership, spanning until 2029 and spanning significant rugby events including the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups, will bring fans closer to their favorite Teams in Black than ever before. From official jerseys to replica kits and training gear, supporters will have access to a broad selection of licensed products that embody the spirit of New Zealand Rugby.
Fanatics, known for its digital sports platform and licensed sports merchandise authority, will take the reins in exclusively managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com. In addition to the online retail experience, Fanatics will provide in-stadium merchandise services during home tests in both New Zealand and international venues, such as the upcoming event in San Diego where the All Blacks will face Fiji.
This partnership marks a significant leap for New Zealand Rugby, as Fanatics will also act as the master licensee for consumer products. Leveraging its extensive production capabilities, Fanatics will design, manufacture, and distribute a wide array of premium merchandise featuring the All Blacks and Black Ferns. This move aims to offer fans the most diverse and unique selection of products to show their support for their beloved teams.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed excitement about the collaboration, highlighting the opportunity to expand the reach of All Blacks and Black Ferns merchandise globally. Fanatics’ President of International, Stephen Dowling, echoed this sentiment, emphasizing the dedication to providing an exceptional shopping experience for fans of the Teams in Black worldwide.
With this partnership, New Zealand Rugby joins an esteemed list of rugby partners within the Fanatics network, which includes prominent organizations like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ extensive portfolio spanning various sports leagues and properties underscores its commitment to enhancing the fan experience across different sporting domains.
As this innovative collaboration unfolds, fans of the All Blacks and Black Ferns can look forward to a seamless shopping experience and a diverse range of merchandise options that reflect the passion and spirit of New Zealand Rugby. From iconic jerseys to exclusive collectibles, this partnership aims to elevate the fan journey and unite supporters worldwide in backing their favorite teams with pride.
