The World Rugby global governing body has struck an exclusive worldwide deal with e-commerce and merchandise giant Fanatics, through which that brand takes responsibility for World Rugby’s retail and licensing program through 2029.
Fanatics, through an agreement unveiled today, will create, curate, and manage all aspects of the memorabilia and licensing for World Rugby’s global events – including the men’s Rugby World Cup in 2027 (Australia), and the women’s World Cups in 2025 (England) and 2029 (Australia).
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The duo have said they will create the sport’s first ‘always-on’ global rugby union merchandise destination for both World Rugby and national member unions.
The online store will run on the cloud commerce platform operated by Fanatics, and will integrate with World Rugby’s array of digital channels, including across sectors such as ticketing, events, and content.
The last Rugby World Cup, the 2023 men's edition, saw World Rugby and Legends in partnership, in a deal estimated by GlobalData Sport as being worth $2 million.
Fanatics is no stranger to working with governing bodies and large events across rugby union, and indeed has partnerships in place with the likes of Rugby Australia, England Rugby, New Zealand Rugby, Six Nations Rugby, and the British & Irish Lions composite touring organization.
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By GlobalDataThe Australian and New Zealand deals were both unveiled earlier this year.
Across other sports, meanwhile, it also has tie-ups with properties such as motor racing’s Formula 1, American football’s NFL, basketball’s NBA, ice hockey’s NHL, and wrestling’s WWE.
Michel Poussau, chief revenue officer at World Rugby, has now 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 with all Rugby World Cup hosts confirmed through to 2033.”
In terms of World Rugby’s commercial recent activities, earlier this week the Ireland-based body announced the appointment of global ticketing giant Ticketmaster’s sports arm as the official ticketing service provider for the 2025 Women’s Rugby World Cup.
That 16-team event, hosted across England, will be the first to utilize eight different venues for the hosting of games.
Stephen Dowling, Fanatics’ president of international, added: “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.”
Late last month, Fanatics announced a partnership with the Lululemon athletic apparel retailer to create a line of fan apparel for North American ice hockey’s top-tier NHL.
