Fanatics has agreed to launch and manage the official retail and licensing program for World Rugby, including Rugby World Cups, through 2029. The program aims to expand the game’s reach by making merchandise more accessible to worldwide consumers.
Under the agreement, Fanatics will “create, curate and manage the e-commerce, in-venue, wholesale, memorabilia, and licensing program for the two women’s Rugby World Cups (England 2025 and Australia 2029) and the men’s Rugby World Cup in Australia in 2027.”
The partnership will include Fanatic’s global digital network and in-venue retail capability.
The online store will operate on Fanatics’ Cloud Commerce Platform (CCP) and integrate with World Rugby’s digital channels, including events, ticketing, and content, to create one rugby retail destination.
Fanatics’ experience with rugby includes partnerships with Rugby Australia, England Rugby, New Zealand Rugby, Six Nations Rugby, and the British & Irish Lions.
Fanatics has partnerships with “over 900 of the world’s sports organizations, including Chelsea FC, Paris Saint-Germain, Juventus, Aston Villa, Everton, the AFL, the R&A, NFL, NBA, NHL, WWE and Formula 1.”
World Rugby Chief Revenue Officer Michel Poussau 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, 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.”
