Fanatics signed a an eight-year renewal deal with England’s Rugby Football Union (RFU).
Under the terms of the omni-channel merchandise deal, Fanatics will continue to operate all official retail outlets at the home of English rugby union, Twickenham Stadium in London. It has also been granted the rights to design, manufacture and distribute official RFU products, as well as manage England Rugby’s official online store.
The new contract runs until 2025.
The extension will commence with the men’s national team’s 2017 Old Mutual Wealth Series – three Test matches against Argentina, Australia and Samoa played at Twickenham in November – when Fanatics will open a new retail store at the heart of the ‘West Fan Village’.
“This is a new chapter for England Rugby’s merchandise operation and particularly for the stadium’s retail programme,” said Simon Massie-Taylor, chief commercial officer at the RFU. “Fanatics has strong credentials as a world-renowned merchandising specialist and already operates the retail business for a series of high-profile sporting brands. We’re looking forward to this extended partnership and to further developing our retail operation under their leadership and guidance.”
