Six Nations Rugby and Fanatics Partner to Launch New Online Store for Fans

Fanatics has partnered with Six Nations Rugby to become its official online store provider.

January 24, 2023

Fanatics logo. Fanatics

Six Nations Rugby and

, a digital sports platform and licensed sports merchandise provider, have announced an exclusive partnership that will see Fanatics launch and run the official Six Nations Rugby online store for fans ahead of the 2023 tournaments.

The online store, now live, will offer fans around the world a wide range of officially licensed products, including jerseys, training and lifestyle wear. As part of the partnership, Fanatics will exclusively manufacture Six Nations Rugby fan apparel and outerwear, as well as headwear including branded caps and beanies.

The partnership, which will run until 2028, will include the Guinness Men’s Six Nations, the TikTok Women’s Six Nations, Under-20s and Under-18s tournaments and the Autumn Nations Series. Through Fanatics, Six Nations Rugby fans will have access to Fanatics’ Cloud Commerce platform.

“The Guinness Men’s Six Nations and TikTok Women’s Six Nations are among the most-anticipated dates in the sporting calendar, holding

a unique appeal for rugby fans, as well as sports fans more widely,” says Matthew Primack, senior vice president, international business affairs and development, Six Nations Rugby. “We are excited to deliver a world-class retail experience for Six Nations fans looking to get behind their country at this year’s tournament, and we are confident that fans will benefit from the overall retail experience on offer for many years to come. This partnership is our latest in the rugby world, building upon our partnerships with England Rugby and the British & Irish Lions, with whom we have worked and delivered best-in-class retail experiences in recent years.”

The online Six Nations Rugby Store, which has been redesigned and constructed by Fanatics, will provide rugby fans a shopping experience including the option to shop online or via mobile, hi-res product displays, frictionless checkout, English, French and Italian language options and quick access to new product offerings.

“The partnership with Fanatics, and the launch of our new online store, highlights the desire to enhance the experience for fans, at every touchpoint,” says Nikki Hughes, head, business development and partnerships, Six Nations Rugby. “Each year, more and more fans are engaging with our competitions, so to be able to now offer them the best official merchandise through a best-in-class e-commerce platform is something we are sure fans will welcome.”