World Rugby has signed an exclusive global partnership with licensed sports merchandise giant Fanatics, which will run until 2029.
The multi-year pact covers the England 2025 and Australia 2029 Women’s World Cups, as well as the Australia 2027 Men’s World Cup.
Under the agreement, Fanatics will launch and manage World Rugby’s retail and licensing programme, as part of a plan to expand the global reach of rugby union.
The US-based firm will oversee World Rugby’s E-commerce and in-venue operations, as well as managing the organisation’s wholesale memorabilia and licensing programme.
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“This is a landmark deal that represents our ambition to align our events and products under a single always-on destination for fans,” said Michel Poussau, Chief Revenue Officer at World Rugby. “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. Fanatics’ global market reach and innovation is particularly exciting.”
Meanwhile, the governing body’s online store will now operate on Fanatics’ Cloud Commerce Platform.
In support of environmental sustainability, World Rugby and Fanatics will aim to minimise the usage of single use plastic, as well as using recyclable packaging for merchandise, and monitoring greenhouse gas emissions from operations.
“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,” said Stephen Dowling, President of International at Fanatics. “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.”
World Rugby joins Fanatics’ growing roster of rugby union partnerships, which includes England Rugby and the British and Irish Lions.
The Florida-based company also has league-wide deals with US major sports leagues the NFL, MLB, the NBA, the NHL and MLS.
