Welsh Rugby Union signs ten-year deal with Fanatics

Apparel and merchandise giant to revamp rugby union body’s retail and online stores.

Welsh Rugby Union signs ten-year deal with Fanatics

The Welsh Rugby Union (WRU) has announced a ten-year partnership with apparel and merchandise giant Fanatics.

Under the terms of the agreement, Fanatics will have exclusive rights to operate the Welsh national rugby union team’s redesigned flagship store in Cardiff, existing concourse units within the Principality Stadium and the WRU’s official online store.

Additionally, Fanatics will introduce two new retail units and a mobile retail outlet around Wales’ 75,000-seater home, and will have non-exclusive rights to manufacture and sell Welsh rugby products. All WRU profits from the sale of merchandise and associate products which incorporate the organisation’s ‘Pass It Back’ grassroots initiative logo will be reinvested into developing the sport in Wales.

Martyn Phillips, chief executive of the WRU, said: “Fanatics are an established global operation and we are looking forward to working with them as a partner, to improve our retail offering, bring in increased revenues for Welsh rugby over the short and long term as well as, I'm sure, gaining significant learning to bring into our broader commercial offering.

“We know that supporters in Wales and around the world enjoy wearing our kit and we are delighted to unveil our newly upgraded flagship Cardiff store today and also direct supporters to our new online store. We will be looking for feedback over the coming weeks on the new online customer experience and retail experience and will be working closely with Fanatics to constantly improve our offer for supporters.

“Fanatics share the brand values of Welsh rugby around the world and we aim to maximise our competitiveness in a thriving market place in terms of both quality and range and continue to provide the very best value for money for supporters.”

Ed Boardman, managing director for Fanatics' International division in Manchester added: “Our mission is to create new and innovative ways for fans of Welsh rugby to connect with their passion. Fanatics is committed to providing a best-in-class omni-channel shopping experience for easy access to the largest assortment of officially licensed merchandise and an unparalleled customer service. We're thrilled to be working with the WRU in a partnership that will ultimately benefit the fans and the game at grassroots level.”

Wales will welcome Scotland to the Principality Stadium on Saturday 3rd February as they kick off the 2018 edition of Europe’s Six Nations Championship.