World Rugby teams up with Fanatics to launch global licensed merchandise program for fans

World Rugby has announced an exclusive global partnership with Fanatics, a global digital sports platform, to launch and manage the official retail and licensing program for World Rugby, including Rugby World Cups through to 2029.

Aligned with World Rugby’s strategy to grow the sport by increasing relevance and accessibility to younger fans on a global scale, the wide-ranging partnership aims to expand rugby’s reach by making merchandise more accessible to rugby fans worldwide. 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.

The online store will operate on Fanatics' advanced Cloud Commerce Platform (CCP), seamlessly integrating with World Rugby’s digital channels, including events, ticketing, and content, creating a unified rugby retail destination.

Fanatics is known for partnering with top sports brands worldwide, delivering a premium shopping experience with high-resolution product displays, easy checkout, and quick access to new product launches. Fanatics also has extensive global reach, including important markets for rugby expansion over the next decade.

The company’s significant 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.

World Rugby and Fanatics will work together to achieve the ambitions set-out in the international federation’s Environmental Sustainability Plan 2030 minimizing single use plastic and using recyclable packing for merchandise distributed by Fanatics while also tracking greenhouse gas emissions from its operations.

World Rugby Chief Revenue Officer Michel Poussau said: “This is a landmark deal that represents our ambition to align our events and products under a single always on destination for fans.

“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. 

Fanatics President of International Stephen Dowling added: “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. 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.”