Rugby Australia, fanatics sign long-term e-commerce partnership

Rugby Australia i Fanatics announced an exclusive partnership under which Fanatics will launch and operate the official Rugby Australia online store, serving Australian rugby fans around the world.

The Wallaby Store offers fans a range of licensed Wallabies and Wallaroos merchandise, as well as a selection of Super Rugby merchandise including shirts, training kits, headgear, fan clothing and accessories. The long-term partnership will cover the 2025 Women’s Rugby World Cup, as well as the Australian-hosted British & Irish Lions tour in 2025 and the 2027 Rugby World Cup. Rugby Australia online store, rebuilt on Fanatics’ cloud trading platform.

The transaction builds on Fanatics’ significant experience in international rugby, with which the company currently works England, rugbySix Nations Rugby i British and Irish lions.

“This agreement is the latest example of our commitment to our fans – ensuring that their experience of watching the Wallabies, Wallaroos and our Super Rugby clubs remains best in class and that our fans can show their support for their team no matter where they are located. in the world,” says James Durbin, commercial director of Rugby Australia. “Especially as the Wallaroos prepare for the 2025 Women’s Rugby World Cup and Australia is on the verge of welcoming the British and Irish Lions in 2025 and the Rugby World Cup in 2027. We can’t wait to welcome presenting the best of rugby in Australia to our fans around the world. around the world and know that Fanatics is the perfect partner to support us in this endeavor.

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“The Wallabies and Wallaroos are some of the most respected brands in all of world rugby, with passionate fans around the world,” says Tyler Emsden, director of business development for Australia and New Zealand at Fanatics. “Improving access to merchandise for all is our top priority in our work with the Rugby Australia team, ensuring fans can showcase their passion for the team wherever, whenever and however they like.

“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. We are excited to leverage our local knowledge and experience to provide rugby fans in Australia with a world-class online retail experience and can’t wait to get started.”