Rugby Australia Partners with Fanatics to Launch New Global eCommerce Destination for Fans

Mon, May 27, 2024, 12:00 AM
Rugby Australia
by Rugby Australia
  • Fanatics has partnered with Rugby Australia to become its official online store provider.
  • Wallabies, Wallaroos, and Australian Super Rugby fans worldwide will be able to purchase official merchandise through the new online store.
  • Partnership runs through the 2025 Women’s Rugby World Cup, 2025 British & Irish Lions Tour and 2027 Rugby World Cup.

Rugby Australia and Fanatics, a leading global digital sports platform, have today announced an exclusive partnership that will see Fanatics launch and run the official Rugby Australia online store, serving fans of Rugby in Australia across the globe.

The Wallaby Shop, which is now live, offers fans worldwide a full assortment of officially-licensed Wallabies and Wallaroos products, as well as a selection of Super Rugby merchandise, including jerseys, training, headwear, fan apparel and accessories. The exclusive, long-term partnership will run through the 2025 Women’s Rugby World Cup, as well as the Australia-hosted 2025 British & Irish Lions tour and 2027 Rugby World Cup, ensuring fans of the Wallabies and Wallaroos across the globe can showcase their passion and pride during these showpiece sporting events.

The online Rugby Australia Store, rebuilt on Fanatics’ industry-leading Cloud Commerce Platform, provides rugby fans with a best-in-class shopping experience, whether shopping online or via mobile, featuring hi-resolution product displays, frictionless checkout and the quickest access to new product offerings.

This deal builds upon Fanatics’ significant experience in international rugby, with the business also currently partnered with England Rugby, Six Nations Rugby and the British & Irish Lions. The partnership also marks the latest milestone for Fanatics’ growing Australian team, based out of its Australian headquarters in Melbourne, while also further growing the organisation’s roster of Australian partners, which include the AFL, Essendon FC and sports retailer rebel.

Speaking on the partnership, Rugby Australia’s Chief Commercial Officer, James Durbin, said: “This deal marks the latest example of our commitment to our fans – ensuring that their experience of following the Wallabies, Wallaroos, and our Super Rugby clubs remains best-in-class, and that our fans can show support for their team no matter where they are in the world.

“Particularly as the Wallaroos prepare for the 2025 Women’s Rugby World Cup, and Australia is on the precipice of welcoming the British & Irish Lions in 2025, and Rugby World Cup in 2027, we look forward to showcasing the best of Rugby in Australia to our fans across the globe, and know that Fanatics is the perfect partner to support us in this endeavour.”

Tyler Emsden, Director of Business Development, Australia and New Zealand at Fanatics, also said: “The Wallabies and Wallaroos are some of the most respected brands in all of world rugby, with die-hard fans across the globe. Improving access to their merchandise for all is our top priority in our work with the team at Rugby Australia, ensuring that fans can showcase their passion for the team wherever, whenever and however they like.

“This partnership also holds personal significance to our growing Australia team here at Fanatics, who have a deep understanding of the Australian sports landscape and delivering for fans both across the region and worldwide. We are excited to bring our local knowledge and experience to bear to deliver a world-class online retail experience for fans of Rugby in Australia, and we can’t wait to get started.”

Fanatics has partners with more than 900 of the largest sporting organisations in the world, including England Rugby, The British and Irish Lions, Six Nations Rugby, The AFL, Essendon FC, Chelsea, Paris Saint-Germain, The FA, NFL, NBA, NHL and Formula 1.