Sportcal: Major global Fanatics, World Rugby merchandise partnership

The World Rugby global governing body has struck an exclusive worldwide deal with e-commerce and merchandise giant Fanatics, through which that brand takes responsibility for World Rugby’s retail and licensing program through 2029.

Fanatics, through an agreement unveiled today, will create, curate, and manage all aspects of the memorabilia and licensing for World Rugby’s global events – including the men’s Rugby World Cup in 2027 (Australia), and the women’s World Cups in 2025 (England) and 2029 (Australia).

The duo have said they will create the sport’s first ‘always-on’ global rugby union merchandise destination for both World Rugby and national member unions.

The online store will run on the cloud commerce platform operated by Fanatics, and will integrate with World Rugby’s array of digital channels, including across sectors such as ticketing, events, and content…