Fanatics Rugby Rugby Union The Welsh Rugby Union

Welsh Rugby Union agrees 10-year Fanatics deal

By Taruka Srivastav | January 26, 2018

The Welsh Rugby Union (WRU) signed a 10-year sports mechandising licensing partnership with Fanatics.

The partnership aims to improve the experience of the WRU’s retail and online stores and support Welsh rugby’s grassroots initiative ‘Pass It Back’.

The agreement gives Fanatics exclusive rights to operate the completely re-designed flagship store, on Westgate Street in Cardiff, existing concourse units within the stadium and the official online store.

Fanatics will further introduce two new rapid retail units and a mobile retail outlet around Principality Stadium and will have non-exclusive rights to manufacture and sell Welsh Rugby products.

WRU chief executive Martyn Phillips said: “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 said: “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.”

Fanatics Rugby Rugby Union The Welsh Rugby Union