New Zealand Rugby and Fanatics Partnership Revolutionizes Fan Merchandise Experience

New Zealand Rugby and Fanatics have joined forces in a groundbreaking partnership that is set to redefine the fan merchandise experience for supporters of the All Blacks, Black Ferns, and other Teams in Black worldwide. This dynamic collaboration will span a long-term commitment until 2029, encompassing major rugby 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 range of official merchandise, including the highly anticipated 2024 adidas jerseys for the All Blacks and Black Ferns, replica kits, training gear, and a diverse array of licensed products. The partnership aims to amplify the visibility of these iconic rugby teams, particularly targeting growth in North America and Asia by leveraging Fanatics’ expansive global network. With offices and manufacturing facilities in over 80 locations and shipping to more than 180 countries, Fanatics is well-equipped to offer fans worldwide access to authentic Teams in Black apparel and products.

Fanatics will take on the exclusive management of New Zealand Rugby’s official eCommerce platform, www.allblackshop.com, and oversee the in-stadium retail operations during home tests in New Zealand and abroad. Noteworthy among the upcoming events is the All Blacks’ match against Fiji in San Diego, marking their return to the US after nearly a decade. Additionally, Fanatics will serve as the master licensee for New Zealand Rugby consumer products, utilizing its manufacturing capabilities to produce and distribute a wide range of premium merchandise for the All Blacks and Black Ferns.

Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, highlighting the opportunity to provide fans across the globe with an expanded retail range and an enhanced shopping experience. Stephen Dowling, President of International at Fanatics, also shared his enthusiasm, emphasizing the commitment to delivering excellence for fans of the Teams in Black worldwide.

This collaboration adds New Zealand Rugby to Fanatics’ prestigious list of rugby partners, which includes top organizations like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. With partnerships spanning over 900 sports clubs, leagues, and properties worldwide, including major names like the NFL, NBA, MLB, and WWE, Fanatics is renowned for its ability to enhance the fan experience across various sports.

Fans can anticipate an extraordinary shopping experience and a wide selection of merchandise that will allow them to proudly show their support for the All Blacks and Black Ferns. The partnership between New Zealand Rugby and Fanatics is not just about selling products; it’s about creating a community of passionate fans who can connect with their favorite teams in a whole new way.

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