Six Nations Rugby and Fanatics partner to launch new online store

Six Nations Rugby and Fanatics, a digital sports platform and specialist in licensed sports merchandise, have announced an exclusive partnership that will see the latter launch and run the official Six Nations Rugby online store for fans ahead of the 2023 tournaments.

The store, which is now live, will offer fans a range of officially licensed products, including jerseys, training and lifestyle wear.

As part of the partnership 2022 RTIH Innovation Awards nominee Fanatics will exclusively manufacture Six Nations Rugby apparel and outerwear, as well as headwear including branded caps and beanies.

The tie up, which will run until 2028, will include the Guinness Men’s Six Nations, the TikTok Women’s Six Nations, Under-20s and Under-18s tournaments and the Autumn Nations Series. Six Nations Rugby fans will have access to Fanatics’ Cloud Commerce platform.

Nikki Hughes, Head of Business Development and Partnerships at Six Nations Rugby, says: “The partnership with Fanatics, and the launch of our new online store, highlights the desire to enhance the experience for fans, at every touchpoint.”

“Each year, more and more fans are engaging with our competitions, so to be able to now offer them the best official merchandise through a best-in-class e-commerce platform is something we are sure fans will welcome.”

Matthew Primack, SVP, International Business Affairs and Development, comments: “The Guinness Men’s Six Nations and TikTok Women’s Six Nations are among the most anticipated dates in the sporting calendar, holding a unique appeal for rugby fans, as well as sports fans more widely.”

“We are excited to deliver a world class retail experience for Six Nations fans looking to get behind their country at this year’s tournament, and we are confident that fans will benefit from the overall retail experience on offer for many years to come.”

“This partnership is our latest in the rugby world, building upon our partnerships with England Rugby and the British & Irish Lions, with whom we have worked and delivered best-in-class retail experiences in recent years.” 

Fanatics has more than 60 manufacturing facilities, distribution centres and offices in 15 countries throughout the globe.

It partners with more than 900 sporting organisations, including England Rugby, The British and Irish Lions, Manchester United, Chelsea, Paris Saint-Germain, The FA, NFL, NBA, The IOC and Formula 1.