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Fanatics will operate a global online store for Rugby Australia as part of a long-term agreement

Posted on by darion

The agreement will be valid through the 2027 Rugby World Cup hosted in Australia. (Rugby Australia)

Global sports e-commerce, apparel and merchandising giant Fanatics has entered into an agreement with governing body Rugby Australia to act as the official exclusive supplier and operator of its online store.

Officially licensed merchandise from the rugby union’s list of venues, including the men’s and women’s national teams, will be sold globally through the Fanatics store, known as the Wallaby Shop.

Fanatics will operate the online store for Rugby Australia as part of an initial agreement running until at least 2027, covering the 2027 Men’s Rugby World Cup and the 2025 British & Irish Lions Tour, both in Australia, and The 2025 Women’s Rugby World Cup will be held in England.

The existing Wallaby Shop will also offer a wide range of merchandise from the all-Pacific Super Rugby club rugby competition, which Rugby Australia co-owns through its SANZAAR joint venture.

Articles from five of the 12 teams taking part in the competition, including four of the five Australian teams, are now available worldwide in the store operated by Fanatics.

Tyler Emsden, Director of Business Development for Australia and New Zealand at Fanatics, said of the new partnership: “Improving access to their merchandise for everyone is our top priority in our work with the Rugby Australia team.

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“This partnership also has personal significance for our growing Australian team at Fanatics, who have a deep understanding of the Australian sporting landscape and deliver to fans both across the region and around the world.”

Fanatics has an increasing presence in both the rugby union space and in Australia and New Zealand. The e-commerce giant has already partnered with governing body England Rugby, the British and Irish organizer of the Lions Tour, and Six Nations Rugby, the coalition of six nations that organizes the annual European tournament.

Meanwhile, in Australia, Australia’s elite football competition, AFL is also a partner of Fanatics.