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Fanatics adds NZ Rugby to sports stable

Posted on by darion

The new global partnership will focus on expanding the NZR brand, particularly in North America and Asia. (Fanatics)

New Zealand Rugby Union (NZR) and Fanatics, a global sporting goods and e-commerce giant, have announced a new retail and sales partnership.

Fanatics will become the exclusive worldwide operator of the official NZR online store and will offer in-stadium retail options during home Tests both in New Zealand and around the world, including in San Diego in July where the All Blacks will return to the USA for the first time in almost a decade to play Fiji.

As part of the agreement, products bearing the logo of the New Zealand rugby teams will be available for purchase worldwide.

The long-term partnership, which runs through the Men’s Rugby World Cup in 2027 and the Women’s Rugby World Cups in 2025 and 2029, will provide fans with merchandise including the official All Blacks and Black Ferns adidas jersey for the 2024 season, official replica kit, training apparel and a variety of other licensed products.

The new global partnership will focus on expanding the NZR brand, particularly in North America and Asia.

Additionally, Fanatics will become NZR’s master consumer products licensee, creating, distributing and selling a range of exclusive All Blacks and Black Ferns merchandise.

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The partnership will expand Fanatics’ rugby portfolio, which already includes the English RFU, Rugby Australia, Six Nations Rugby and the British & Irish Lions.

Fanatics recently partnered with Italian soccer giant Juventus and has signed deals with numerous sports clubs including the NFL, NBA, MLB, NHL, Paris Saint-Germain, Chelsea, the International Olympic Committee, UEFA, WWE and Formula 1.