RFU & Fanatics Celebrate Extended Global Partnership As New England Rugby Store At Twickenham Opens

TWICKENHAM, London - The RFU and Fanatics, the global leader in licensed sports merchandise, have opened the doors to Twickenham’s new state-of-the-art stadium store as part of an eight-year project to develop the RFU’s global retail and e-commerce programme.  

An original ten-year partnership reflecting global e-commerce rights was extended last year until 2025 with the addition of all official retail outlets at Twickenham Stadium and non-technical product rights. 

The new England Rugby Store represents a major pillar in the RFU’s match day and non-match day fan programme following recent investment in the World Rugby Museum and Stadium Tour operations. 

The original store was taken into management by Fanatics under the terms of the new agreement. Today’s re-launch is the result of a year-long research and development exercise which was undertaken to create a design which offers a best-in-class experience for casual visitors as well as for match day fans during the peak periods around major fixtures. The first international fixture for the new store will be England’s meeting with South Africa in the Quilter Internationals on 3rd November 2018.

As part of the Partnership, Fanatics will ensure the retail experience remains at the forefront of technology and development with a commitment to regular refurbishment and technical upgrade during the next eight years of the partnership.

Kate Worlock, RFU Head of Licensing and Retail, commented: “We are delighted to be re-launching our new and improved England Rugby Store in partnership with Fanatics today. Twickenham Stadium is the home of rugby and our new store has been designed to ensure people who come to Twickenham, whether on a match day or non-match day, have a great experience. We pride ourselves on our world class facilities at Twickenham, which include the newly refurbished World Rugby Museum opened earlier this year and the redesigned East Stand launching in the autumn.”

Fanatics International Head of Retail and Events, Chris Bailes said: “After the extension of the partnership, we entered into a joint mission to create an engaging retail experience inside the world’s most iconic rugby union venue. Together with our tried and trusted global omni-channel shopping experience, we now have a package which befits the RFU’s global standing and we’re proud to be in a partnership that focuses on providing the best possible retail experience for the fans.” 

Store design is by Leeds-based, The Shopper Agency, led by Jamie O’Donnell. The Shopper Agency is a company which specialises in Behavioural Research, Shopper Marketing and Retail Design. 

Store refit is by Adept.

The new store – England Rugby Store, Twickenham Stadium (South Stand), Whitton Road, Twickenham, TW2 7RE) is open from 9:30am to 5:30pm Monday to Saturday, 11:00am-5:00pm Sunday (NB opening times vary on match days). www.englandrugbystore.com