New Zealand Rugby and Fanatics have joined forces to bring fans of the All Blacks, Black Ferns, and other Teams in Black a revolutionary omnichannel retail and merchandising experience. The partnership, set to run through major rugby events like the 2027 Men’s Rugby World Cup and the 2025 and 2029 Women’s Rugby World Cups, will offer an extensive range of official merchandise to supporters worldwide. This includes the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, along with replica kits, training gear, and various licensed products.
As two iconic teams with a massive global fan base, the All Blacks and Black Ferns are looking to expand their reach, especially in regions like North America and Asia. Leveraging Fanatics’ vast global network, which spans over 80 locations with the ability to ship to more than 180 countries, this partnership aims to enhance the visibility and accessibility of Teams in Black merchandise on a global scale.
Fanatics will take the reins in managing New Zealand Rugby’s official eCommerce store, www.allblackshop.com, and will oversee in-stadium retail operations during home tests in New Zealand and around the world. A significant event in July in San Diego, where the All Blacks will take on Fiji, will mark a key moment in this collaboration, as it signifies the teams’ return to the US after almost a decade.
Moreover, Fanatics will serve as the master licensee for New Zealand Rugby’s consumer products, utilizing its expertise in manufacturing to create a wide array of premium merchandise for the All Blacks and Black Ferns. This move promises fans the most comprehensive selection of exclusive items ever seen, adding an exciting new dimension to their shopping experience.
Craig Fenton, New Zealand Rugby Commercial’s Chief Executive, expressed his excitement about the partnership, highlighting Fanatics’ industry leadership and the opportunity to connect with fans globally through an expanded retail range. Stephen Dowling, Fanatics’ President of International, emphasized the commitment to enhancing the fan experience, noting the exceptional performance and engagement of the All Blacks and Black Ferns both on and off the field.
The collaboration between New Zealand Rugby and Fanatics not only strengthens the Teams in Black’s presence in the retail landscape but also further elevates Fanatics’ extensive portfolio, which includes partnerships with renowned rugby entities like the English RFU, Rugby Australia, and the British & Irish Lions. Fanatics’ broad reach spans over 900 sports clubs and properties globally, catering to a diverse range of sports fans.
In conclusion, the groundbreaking partnership between New Zealand Rugby and Fanatics promises to offer an unparalleled shopping experience for fans of the All Blacks and Black Ferns. With a focus on enhancing the availability and variety of exclusive merchandise, this collaboration is set to resonate with supporters worldwide, allowing them to proudly showcase their allegiance to the iconic Teams in Black.