New Zealand Rugby Teams up with Fanatics for Global Merchandising Push

New Zealand Rugby, in a move aimed at expanding its reach globally and satisfying the insatiable thirst of avid fans for official Team in Black merchandise, has decided to team up with Fanatics. Fanatics, a well-known digital sports platform and licensed sports merchandise authority, will now be the exclusive partner handling all things merchandising for the All Blacks, Black Ferns, and other Teams in Black.

This collaboration is not just a flash in the pan; it’s set to last until at least 2029, covering major events like the Men’s Rugby World Cup in 2027 and the Women’s Rugby World Cups in 2025 and 2029. Fans can expect a treasure trove of goodies, from the latest 2024 adidas jerseys for the All Blacks and Black Ferns to replica kits, training gear, and a wide range of officially licensed products.

With the All Blacks and Black Ferns boasting a massive following worldwide, this partnership is strategically positioned to increase their visibility, particularly in markets like North America and Asia where Fanatics has a strong presence. Fanatics’ network spans across 80 locations globally, ensuring that they can reach fans in more than 180 countries with ease.

Fanatics’ role will be all-encompassing, managing New Zealand Rugby’s official online store,, and taking charge of in-stadium retail experiences during home tests in New Zealand and abroad. Fans can look forward to a special event in San Diego in July where the All Blacks will take on Fiji, marking a significant moment as they return to the US after almost a decade.

Moreover, Fanatics will be the master licensee for New Zealand Rugby consumer products, utilizing its top-notch manufacturing capabilities to produce and distribute an extensive range of premium merchandise for the All Blacks and Black Ferns. This will give fans the opportunity to pick from the largest selection ever, ensuring they can express their support in style.

Excitement over this partnership is palpable. Craig Fenton, the Chief Executive at New Zealand Rugby Commercial, expressed his delight, emphasizing the importance of providing fans worldwide with an expanded range of merchandise and an enhanced shopping experience. Stephen Dowling, the President of International at Fanatics, echoed this sentiment, highlighting the excellence of the Teams in Black and pledging to match it with an exceptional off-field experience.

This collaboration cements New Zealand Rugby’s place in Fanatics’ impressive portfolio, which includes other rugby partners like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions. Fanatics’ extensive network covers over 900 sports clubs, leagues, and properties globally, making them a powerhouse in the sports merchandise industry.

In essence, the partnership between New Zealand Rugby and Fanatics promises an unparalleled shopping experience for fans, ensuring they have access to a wide variety of merchandise to proudly support their beloved Teams in Black. It’s a union that aims to elevate the fan experience and strengthen the bond between supporters and their favorite rugby teams.


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