Rugby Australia, Fanatics Sign Long-Term e-Commerce Partnership

Rugby Australia and Fanatics have announced an exclusive partnership that will see Fanatics launch and run the official Rugby Australia online store, serving fans of Rugby in Australia around the globe.

The Wallaby Shop offers fans an assortment of licensed Wallabies and Wallaroos products, as well as a selection of Super Rugby merchandise, including jerseys, training, headwear, fan apparel and accessories. The long-term partnership will run through the 2025 Women’s Rugby World Cup, as well as the Australia-hosted 2025 British & Irish Lions tour and 2027 Rugby World Cup. The online Rugby Australia Store, rebuilt on Fanatics’ Cloud Commerce Platform.

The deal builds upon Fanatics’ significant experience in international rugby, with the business also currently partnering with England Rugby, Six Nations Rugby and the British & Irish Lions.

“This deal marks the latest example of our commitment to our fans – ensuring that their experience of following the Wallabies, Wallaroos and our Super Rugby clubs remains best-in-class and that our fans can show support for their team no matter where they are in the world,” says James Durbin, chief commercial officer, Rugby Australia. “Particularly as the Wallaroos prepare for the 2025 Women’s Rugby World Cup and Australia is on the precipice of welcoming the British & Irish Lions in 2025 and Rugby World Cup in 2027. We look forward to showcasing the best of Rugby in Australia to our fans across the globe and know that Fanatics is the perfect partner to support us in this endeavor.”

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Wallaroos team shot, Rugby Australia

“The Wallabies and Wallaroos are some of the most respected brands in all of world rugby, with die-hard fans across the globe,” says Tyler Emsden, director, business development, Australia and New Zealand, Fanatics. “Improving access to their merchandise for all is our top priority in our work with the team at Rugby Australia, ensuring that fans can showcase their passion for the team wherever, whenever and however they like.

“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. We are excited to bring our local knowledge and experience to bear to deliver a world-class online retail experience for fans of Rugby in Australia and we can’t wait to get started.”