New Zealand Rugby and Fanatics Global Partnership

New Zealand Rugby and Fanatics have recently announced an exciting global partnership that is set to revolutionize the retail experience for fans of the Teams in Black. The collaboration between these two powerhouses in the sports industry promises to provide an extensive range of merchandise and enhance the shopping experience for supporters worldwide.

This groundbreaking omnichannel retail and merchandising partnership between New Zealand Rugby and Fanatics extends through significant events such as the 2027 Men’s Rugby World Cup, as well as the 2025 and 2029 Women’s Rugby World Cups. Fans will have access to official merchandise including the 2024 adidas jerseys for both the All Blacks and Black Ferns, replica kits, training gear, and a diverse array of licensed products.

With the All Blacks and Black Ferns boasting millions of fans globally, this partnership aims to increase their visibility, especially in markets like North America and Asia. Leveraging Fanatics’ expansive global network, which includes offices and manufacturing facilities in over 80 locations and shipping to more than 180 countries, this collaboration is poised to take the Teams in Black to new heights.

Fanatics will take the reins in managing New Zealand Rugby’s official eCommerce store,, and enhance the in-stadium retail experience at home tests across New Zealand and internationally. Their exclusive role as the master licensee for New Zealand Rugby consumer products means that they will create, distribute, and sell an extensive range of premium merchandise for the All Blacks and Black Ferns.

Craig Fenton, Chief Executive at New Zealand Rugby Commercial, expressed his excitement about the partnership, highlighting the opportunity to provide fans worldwide with an expanded retail range and a superior shopping experience. Stephen Dowling, President of International at Fanatics, echoed this sentiment, emphasizing their commitment to delivering the best shopping experience for fans of the Teams in Black globally.

By teaming up with Fanatics, New Zealand Rugby joins an esteemed list of rugby partners under the Fanatics umbrella, further solidifying their commitment to enhancing the fan experience. Fanatics’ impressive portfolio includes partnerships with renowned sports entities like the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions, as well as a wide array of sports clubs and leagues across the globe.

The collaboration between New Zealand Rugby and Fanatics is set to provide fans with an unparalleled shopping experience, offering an extensive range of merchandise to proudly support the All Blacks and Black Ferns. With a shared goal of enhancing fan engagement and providing top-notch products, this partnership is poised to leave a lasting impact on the world of sports merchandising.