World Rugby has confirmed an exclusive global partnership with Fanatics to launch and manage the official retail and licensing programme for World Rugby, including Rugby World Cups through to 2029.
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.
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.
The online store will operate on Fanatics’ advanced Cloud Commerce Platform (CCP), integrating with World Rugby’s digital channels including events, ticketing and content.
World Rugby and Fanatics will work together to achieve the ambitions set-out in the international federation’s Environmental Sustainability Plan 2030 minimising single use plastic and using recyclable packing for merchandise distributed by Fanatics, while also tracking greenhouse gas emissions from its operations.
“This is a landmark deal that represents our ambition to align our events and products under a single always on destination for fans,” commented Michel Poussau, World Rugby chief revenue officer. “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 with all Rugby World Cup hosts confirmed through to 2033, including an era-defining Women’s Rugby World Cup England 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.”
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.
“Together with World Rugby, we are raising the bar for rugby fans around the world, and we can’t wait to get started.”
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