Featured image credit: Jolon Penna/CC BY-SA 2.0
Fanatics has sealed a partnership with World Rugby to launch and manage an official retail and licensing programme for rugby union’s global governing body that will include in-venue retail.
Under the deal, Fanatics will operate the in-venue memorabilia and licensing programme for events like the men’s Rugby World Cup in 2027 in Australia and the women’s Rugby World Cup in England next year and in Australia in 2029.
Aside from in-stadium retail, Fanatics will also handle e-commerce sales through an online store that will operate on a cloud commerce platform that will be integrated with World Rugby’s digital channels.
The company’s experience in rugby includes partnerships with Rugby Australia, England Rugby, New Zealand Rugby, Six Nations Rugby, and the British & Irish Lions.
Fanatics is a partner of over 900 sports organisations worldwide, including the NFL American football league, the NBA basketball league, the NHL ice hockey league, the AFL Aussie rules league, the R&A golf organisation, the WWE wrestling entertainment promotion, the Formula 1 motor-racing world championship, and numerous leading football clubs.
“This is a landmark deal that represents our ambition to align our events and products under a single always on destination for fans,” World Rugby chief revenue officer Michel Poussau said.
Fanatics’ president of international, Stephen Dowling, added: “Rugby is undergoing a huge transformation in terms of how it reaches and engages with fans across the globe, and we are delighted to partner with World Rugby to bring forward this exciting new era
“With tentpole events, such as the Women’s Rugby World Cup 2025, on the horizon, this collaboration will offer rugby fans a new, always-on global destination offering access to the very best in product, service and fan experience – no matter where you are in the world or how you prefer to shop.”
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