All Blacks Fans’ Delight: Exciting Partnership with Fanatics

New Zealand Rugby has struck a groundbreaking deal with Fanatics, a prominent digital sports platform, to create an exciting global partnership. The collaboration aims to revolutionize the retail and merchandising experience for fans of the All Blacks, Black Ferns, and other Teams in Black across the world.

The partnership is set to endure until 2029, spanning key events like the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups. Fans can look forward to an extensive selection of official Teams in Black merchandise, including the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, alongside replica kits, training attire, and a wide range of licensed products.

With a massive global fan base, the All Blacks and Black Ferns are poised to gain even more visibility, particularly in regions like North America and Asia, through Fanatics’ extensive global network. Fanatics, with operations in over 80 locations and serving customers in more than 180 countries, is well-equipped to amplify the reach of New Zealand Rugby’s merchandise offerings.

In an exclusive arrangement, Fanatics will take charge of managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and deliver unparalleled in-stadium retail experiences during home tests both in New Zealand and overseas. Notably, a significant event scheduled for July in San Diego will mark the All Blacks’ long-awaited return to the US as they take on Fiji.

Furthermore, Fanatics will serve as the master licensee for New Zealand Rugby consumer products, harnessing its manufacturing capabilities to create, distribute, and market a diverse range of premium merchandise for the All Blacks and Black Ferns. This collaboration aims to provide fans with the most extensive assortment of products yet, ensuring an unmatched shopping experience.

Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, highlighting the opportunity to engage fans worldwide through an expanded retail range and a superior shopping experience. Stephen Dowling, President of International at Fanatics, echoed this enthusiasm, emphasizing the commitment to enhancing the fan experience globally for the Teams in Black supporters.

The alignment between New Zealand Rugby and Fanatics strengthens the latter’s portfolio of rugby partnerships, which includes esteemed organizations like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ collaboration spans over 900 sports entities worldwide, showcasing its expertise in providing fans with top-notch merchandise and shopping experiences.

In essence, the partnership between New Zealand Rugby and Fanatics promises to elevate the fan experience, offering a vast array of exclusive merchandise for All Blacks and Black Ferns supporters worldwide. Fans can anticipate a convenient and extensive shopping experience as they proudly support their favorite teams through this exciting collaboration.


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