World Rugby: Fanatics to create "the sport's first 'always on' global merchandise destination"

Fanatics, a manufacturer and distributor of licensed sports products, has become an exclusive global partner "to launch and manage the official retail and licensing programme for World Rugby, including Rugby World Cups through to 2029," announced the International Federation on 07/11/2024.

"Aligned with World Rugby's strategy to grow the sport by increasing relevance and accessibility to younger fans on a global scale, the wide-ranging partnership aims to expand rugby's reach by making merchandise more accessible to rugby fans worldwide. This will be achieved by creating the sport's first 'always on' global merchandise destination for World Rugby and national member unions," explained World Rugby.

Fanatics will operate all World Rugby shops. "Under the agreement, Fanatics will create, curate and manage the e-commerce, in-venue, wholesale, memorabilia and licensing programme for the sport's biggest events, including two women's Rugby World Cups (England 2025 and Australia 2029) and the men’s Rugby World Cup in Australia in 2027. Each will benefit from Fanatics' extensive global…