World Rugby, Fanatics Partner for Global Merch Program

World Rugby has announced an exclusive global partnership with Fanatics, a global digital sports platform, to develop and manage a retail and licensing program to make merchandise more accessible to rugby fans worldwide. This agreement, which will last until 2029, covers official retail and licensing for World Rugby events, including upcoming Rugby World Cups. 

The collaboration supports World Rugby’s strategic goal to grow the sport, especially among younger international audiences. This will be achieved by creating the sport’s first “always-on” global merchandise destination for World Rugby and national member unions.    

Under the agreement, Fanatics will create, curate and manage the e-commerce, in-venue, wholesale, memorabilia and licensing program for the sport’s biggest events, including two women’s Rugby World Cups (England 2025 and Australia 2029) and the men’s Rugby World Cup in Australia in 2027. Each will benefit from Fanatics’ extensive global digital network and in-venue retail capability.  

Fanatics will operate the online store on its advanced Cloud Commerce Platform, integrating it with World Rugby’s digital channels for a seamless shopping experience across events, ticketing and content. Known for its partnerships with top sports brands, Fanatics will bring a high-quality online shopping experience and leverage its global reach to expand the sport into new markets. Fanatic’s experience in rugby includes partnerships with Rugby Australia, England Rugby, New Zealand Rugby, Six Nations Rugby and the British & Irish Lions. Fanatics currently partners with over 900 of the world’s preeminent sports organizations, including Chelsea FC, Paris Saint-Germain, Juventus, Aston Villa, Everton, the AFL, the R&A, NFL, NBA, NHL, WWE and Formula 1. 

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The partnership also aligns with World Rugby’s Environmental Sustainability Plan 2030. Merchandise will reduce single-use plastics using recyclable packaging and tracking greenhouse gas emissions from its operations. 

“This is a landmark deal that represents our ambition to align our events and products under a single always-on destination for fans,” says Michel Poussau, chief revenue officer, World Rugby. “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.” 

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“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,” says Stephen Dowling, president, international, Fanatics. “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.”