Rugby: Fanatics named retail & merchandising partner of New Zealand Rugby for 2024-2029

Fanatics, a licensed manufacturer and distributor of sports products, is to become New Zealand Rugby's "omnichannel retail and merchandising partner" from 2024 until the conclusion of the 2029 Women's World Cup in Australia, announced the two parties on 02/07/2024.

Under the terms of the agreement, Fanatics becomes the "exclusive worldwide operator" of the Rugby Union's online "All Black Shop" and will offer "the in-stadium retail experience (match and replica jerseys, training kit, accessories and licensed merchandise) at home tests in New Zealand and across the world. Through the new partnership, New Zealand Rugby will work with Fanatics to grow understanding and recognition of the All Blacks (men's team) and Black Ferns (women's team) across the world, particularly in regions such as North America and Asia," said Fanatics.

The Florida-based group is strengthening its commitment to rugby, having already partnered with the Rugby Football Union (England), Six Nations Rugby, the British & Irish Lions and Rugby Australia (since 26/05/2024).

New Zealand Rugby generated NZ$120.942m…