The new global partnership will focus on expanding the NZR brand, particularly in North America and Asia. (Fanatics)

The New Zealand Rugby (NZR) rugby union governing body and Fanatics, the global sports merchandising and e-commerce giant, have announced a new retail and merchandising partnership.

Fanatics will become the exclusive worldwide operator for NZR's official e-commerce store and will deliver the in-stadium retail options at home tests both in New Zealand and globally, including this July in San Diego for the All Blacks' return to the US for the first time in almost a decade to play Fiji.

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As part of the deal, New Zealand rugby teams’ merchandise will be available to buy globally.

The long-term partnership, which runs through the 2027 men’s Rugby World Cup, and the 2025 and 2029 Women’s Rugby World Cups, will offer fans merchandise including the All Blacks and Black Ferns official 2024 adidas jersey, official replica kit, training wear, and an assortment of other licensed merchandise.

The new global partnership will focus on expanding the NZR brand, particularly in North America and Asia.

Additionally, Fanatics will become the master licensee for NZR consumer products, creating, distributing, and selling a range of exclusive All Blacks and Black Ferns merchandise.

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The partnership adds to Fanatics’ rugby portfolio, which includes the English RFU, Rugby Australia, Six Nations Rugby, and the British & Irish Lions.

Fanatics recently partnered with Italian soccer giants Juventus and has deals with many sports properties including the NFL, NBA, MLB, NHL, Paris Saint-Germain, Chelsea, the International Olympic Committee, UEFA, WWE, and Formula 1.