Fanatics enters exclusive retail partnership with World Rugby

The digital sports platform and sports merchandise retailer has announced an exclusive partnership with World Rugby to launch and manage the body’s official retail and licensing programme, including Rugby World Cups through to 2029.

The retailer said the “partnership aims to expand rugby’s reach by making merchandise more accessible to rugby fans worldwide.” 

Fanatics will create, curate and manage the ecommerce, 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 as part of the agreement.

Fanatics currently partners with over 900 of the world’s pre-eminent sports organisations, including Chelsea FC, Paris Saint-Germain, Juventus, Aston Villa, Everton, the AFL, the R&A, NFL, NBA, NHL, WWE and Formula 1.

Fanatics’ president of international, Stephen Dowling said: “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.

“Together with World Rugby, we are raising the bar for rugby fans around the world, and we can’t wait to get started.”

World Rugby chief revenue officer Michel Poussau said: “This is a landmark deal that represents our ambition to align our events and products under a single, always-on destination for fans.”

“It will ensure that their experience will be best in class no matter where they are in the world as we accelerate into a new era for rugby.

“All Rugby World Cup hosts have been confirmed through to 2033, including an era-defining women’s Rugby World Cup in England in 2025, game-changing men’s and women’s Rugby World Cups in Australia in 2027 and 29, and historic men’s and women’s Rugby World Cups in the USA in 2031 and 33.

“Fanatics’ global market reach and innovation is particularly exciting.”