RFU converts Fanatics extension

E-commerce company renews with English rugby union body until 2025

RFU converts Fanatics extension

The Rugby Football Union (RFU) has signed an eight-year renewal with Fanatics, the global leader for licensed sports merchandise.

Under the terms of the omni-channel merchandise deal, Fanatics will continue to operate all official retail outlets at the home of English rugby union, Twickenham Stadium in London. It has also been granted the rights to design, manufacture and distribute official RFU products, as well as managing England Rugby’s official online store

The extension will commence with the men’s national team’s 2017 Old Mutual Wealth Series - three Test matches against Argentina, Australia and Samoa played at Twickenham in November - when Fanatics will open a new retail store at the heart of the ‘West Fan Village’.

The financial terms of the contract, which runs until 2025, have not been made public.   

"This is a new chapter for England Rugby’s merchandise operation and particularly for the stadium’s retail programme,” said Simon Massie-Taylor, chief commercial officer at the RFU. “Fanatics has strong credentials as a world-renowned merchandising specialist and already operates the retail business for a series of high-profile sporting brands. 

“We’re looking forward to this extended partnership and to further developing our retail operation under their leadership and guidance."

England’s men’s team are number two in World Rugby’s international rankings. Under the stewardship of current head coach Eddie Jones, they have won 19 of their last 20 fixtures and won both the 2016 and 2017 Six Nations Championship, the annual international rugby union competition involving England, France, Ireland, Italy, Scotland and Wales.