Global sports-focused e-commerce, apparel, and merchandising giant Fanatics has agreed a deal with the Rugby Australia governing body to serve as the official exclusive provider and operator of its online store.
Officially licensed merchandise from the rugby union body’s slate of governed properties including the men’s and women’s national teams, will be sold globally through the Fanatics store, known as the Wallaby Shop.
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Fanatics will operate the online store for Rugby Australia in an initial contract that runs at least through 2027, covering the 2027 men’s Rugby World Cup, and the 2025 British & Irish Lions Tour, both of which will be hosted in Australia, as well as the 2025 Women’s Rugby World Cup hosted in England.
The Wallaby Shop, which is already active, will also offer a range of merchandise from the pan-pacific club rugby competition Super Rugby, of which Rugby Australia is a part owner through the SANZAAR joint venture.
Merchandise from five of the competition’s 12 teams, including four of its five Australian sides, is already available globally on the Fanatics run store.
Tyler Emsden, director of business development for Australia and New Zealand at Fanatics, stated of the new partnership: “Improving access to their merchandise for all is our top priority in our work with the team at Rugby Australia.
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By GlobalData“This partnership also holds personal significance to our growing Australia team here at Fanatics, who have a deep understanding of the Australian sports landscape and delivering for fans both across the region and worldwide.”
Fanatics is a growing presence in both the rugby union space and across Australia and New Zealand. The e-commerce giant is already partnered with the England Rugby governing body, the British and Irish Lions Tour organizer, and Six Nations Rugby, the six-nation coalition that organizes the annual European tournament.
In Australia, meanwhile, the country’s elite Australian rules football competition the AFL is also a partner of Fanatics.
