New Zealand Rugby and Fanatics Sign Landmark Partnership

New Zealand Rugby (NZR) and Fanatics, a digital sports platform and global leader in licensed sports merchandise, have today announced a landmark omnichannel retail and merchandising partnership. Global fans of the All Blacks, Black Ferns and other Teams in Black will be able to purchase merchandise from today, wherever they are in the world.

The long-term partnership, which lasts through the 2027 Men’s Rugby World Cup, as well as the 2025 and 2029 Women’s Rugby World Cups, will offer fans a range of Teams in Black merchandise, including the All Blacks and Black Ferns official 2024 adidas jersey, official replica kit, training wear and a wide assortment of licensed merchandise spanning a range of categories.

The All Blacks and Black Ferns are among the most successful teams in world sport, with millions of fans globally. Through the new partnership, New Zealand Rugby will work with Fanatics to grow understanding and recognition of the All Blacks and Black Ferns across the world, particularly in regions such as North America and Asia. Fans of the All Blacks, Black Ferns and other Teams in Black will be served through Fanatics’ global network, spanning offices and manufacturing facilities across more than 80 different locations, shipping to more than 180 countries worldwide.

Under the terms of the partnership, Fanatics will become the exclusive worldwide operator for New Zealand Rugby’s official eCommerce store www.allblackshop.com and will deliver the in-stadium retail experience at home tests in New Zealand and across the world, including this July in San Diego when the All Blacks return to US soil for the first time in almost a decade to play Fiji.

Additionally, Fanatics will become the master licensee for New Zealand Rugby consumer products, leveraging its in-house manufacturing capabilities to create, distribute and sell a range of premium, unique All Blacks and Black Ferns merchandise that will be amongst the widest assortment ever assembled for fans.

Craig Fenton, Chief Executive at New Zealand Rugby Commercial, said: “We are thrilled to partner with Fanatics, a leader in their field. With a large fan base across the world, we are proud to be able to provide all fans, no matter where they’re based, with the opportunity to support our teams, through supporters' gear and an expanded retail range, along with a great shopping experience.”

This partnership adds the Teams in Black to Fanatics’ growing partner roster across the world of Rugby, with the business also partnered with the English RFU, Rugby Australia, Six Nations Rugby and the British & Irish Lions. Fanatics has a global partner network of over 900 sports clubs, leagues and properties, including, NFL, NBA, MLB, NHL, Paris Saint-Germain, Chelsea, Juventus, The International Olympic Committee, UEFA, WWE, and Formula 1.

Stephen Dowling, President of International at Fanatics, said, “The All Blacks and Black Ferns are among the best in the world when it comes to on-pitch performance, elite mentality and delivering for their fans. We are honoured to have the opportunity to match this level of excellence off the field, and we’re excited to deliver for fans of the Teams in Black across the globe.

“Partnering with elite sporting organisations such as New Zealand Rugby and coming together to push the envelope and delight sport fans is what drives us, and we will do everything in our power to enhance all New Zealand fans’ experience when they shop.”

About Fanatics
Fanatics is building a leading global digital sports platform. Fanatics ignite the passions of global sports fans and maximize the presence and reach for hundreds of sports partners globally by offering products and services across Fanatics Commerce, Fanatics Collectibles, and Fanatics Betting & Gaming.

Through the Fanatics platform, sports fans can buy licensed fan gear, jerseys, lifestyle and streetwear products, headwear, and hardgoods; collect physical and digital trading cards, sports memorabilia, and other digital assets; and bet as the company builds its Sportsbook and iGaming platform. 

Fanatics has an established database of over 100 million global sports fans; a global partner network with approximately 900 sports properties, including major national and international professional sports leagues, players associations, teams, colleges, college conferences and retail partners, 2,500 athletes and celebrities, and 200 exclusive athletes; and over 2,000 retail locations, including its Lids retail stores.