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Fanatics gives a shot in the arm to England Rugby

Extending its partnership with licensed sports merchandise specialist, Fanatics, England Rugby is getting into a new era for its omni-channel official merchandise operation.

The deal means that the existing nine-year partnership has been extended by a further eight years until 2025.

Starting with this year’s Old Mutual Wealth Series matches this November, a new retail store at the heart of the West Fan Village will support the existing South Stand store on match days.

Additionally, a series of strategically placed mobile retail outlets around the Twickenham Stadium will give increased convenience and help ease congestion for fans seeking official merchandise.

Following the Old Mutual Wealth Series, Fanatics will implement a full re-fit at Twickenham’s South Stand Store in time for the Six Nations Championship in February 2018.

Fanatics has also been granted rights to design, manufacture and distribute official RFU products. It will also continue to manage England Rugby’s official online store.

Commenting on the extended partnership, Simon Massie-Taylor, RFU chief commercial officer said, “This is a new chapter for England Rugby’s merchandise operation and particularly for the stadium’s retail programme.”

The new partnership further strengthens Fanatics’ growing portfolio of globally recognised league and team partnerships across the NFL, NBA, MLB, NHL, MLS and European football leagues.

It also operates e-commerce and event retail on behalf of football clubs such as Manchester United, Manchester City and Real Madrid along with sports tournaments such as Wimbledon, the Ryder Cup, F1 and NASCAR.



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