New Zealand Rugby and Fanatics have joined forces to create a revolutionary partnership in the world of sports merchandise. Fanatics, a prominent digital sports platform specializing in licensed sports products, has teamed up with the iconic New Zealand Rugby to offer fans of the All Blacks, Black Ferns, and other Teams in Black an exclusive shopping experience for official merchandise.
This significant partnership extends its collaboration through major upcoming events such as the 2027 Men’s Rugby World Cup, the 2025 and 2029 Women’s Rugby World Cups, and promises fans an extensive range of merchandise. From the official 2024 adidas jerseys for the All Blacks and Black Ferns to replica kits, training wear, and a wide selection of licensed products, fans can look forward to a diverse array of offerings.
With the All Blacks and Black Ferns boasting millions of supporters worldwide, this partnership aims to enhance their global visibility, particularly targeting North America and Asia by leveraging Fanatics’ expansive global network. Fanatics, with operations in over 80 locations and shipping capabilities to more than 180 countries, is well-equipped to cater to the diverse global fanbase of the Teams in Black.
Fanatics will take on the exclusive management of New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and will be responsible for providing a top-notch in-stadium retail experience during home tests in New Zealand and internationally. The collaboration also includes a significant event in July in San Diego, where the All Blacks are scheduled to face Fiji, marking a momentous return to the US after almost a decade.
Moreover, Fanatics will act as the master licensee for New Zealand Rugby consumer products, utilizing its advanced manufacturing capabilities to create, distribute, and sell a premium range of unique merchandise for the All Blacks and Black Ferns. This partnership promises fans the most extensive selection of merchandise ever offered, ensuring a unique and exciting shopping experience for all supporters worldwide.
Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his enthusiasm for the partnership by stating, “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, also shared his excitement, saying, “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.”
This groundbreaking partnership further solidifies Fanatics’ position as a leader in the sports merchandise industry, adding New Zealand Rugby to its impressive list of rugby partners, alongside English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics collaborates with over 900 sports clubs, leagues, and properties worldwide, underlining its commitment to enhancing the fan experience across various sporting domains.
The collaboration between New Zealand Rugby and Fanatics is set to revolutionize the fan shopping experience by offering an unparalleled variety of merchandise, enabling fans worldwide to proudly show their support for their favorite teams, the All Blacks and Black Ferns. By combining innovation, exclusivity, and a wide array of products, this partnership promises to deliver an unmatched shopping experience for supporters of the Teams in Black.