Rugby Australia has announced an exclusive partnership with global digital sports platform Fanatics, with the latter set to run the official Rugby Australia online store.
Under the exclusive agreement, Fanatics has rebuilt the online store on its Cloud Commerce Platform, aiming to provide rugby fans with a ‘best-in-class’ shopping experience on mobile or online.
The newly launched Wallaby Shop gives fans access to a range of officially licensed Wallabies and Wallaroos gear, along with Super Rugby merchandise such as jerseys, training gear, headwear, fan apparel and accessories.
This deal comes at a busy period for Rugby Australia. The long-term agreement 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.
James Durbin, Chief Commercial Officer at Rugby Australia, 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.”
Additionally, this collaboration marks a significant step for Fanatics’ expanding Australian team, based in Melbourne. It also adds to the organisation’s list of Australian partners, which includes the AFL, Essendon FC and sports retailer rebel.
Fanatics has partnered with more than 900 of the largest sporting organisations in the world. Recently, the company has announced several big deals in rugby, including England Rugby, The British and Irish Lions and Six Nations Rugby.
Tyler Emsden, Director of Business Development, Australia and New Zealand at Fanatics, commented: “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 deliver 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.”
