Fanatics, the digital sports platform and e-commerce company, has today (January 17) announced an exclusive, long-term partnership with Six Nations Rugby, the organizer of the prestigious international rugby union tournament.

As part of the deal, Fanatics will launch and run the official Six Nations Rugby online store for fans ahead of this year’s tournaments.

The online store will offer fans a wide range of officially-licensed products, including jerseys, training, and lifestyle wear. Through the agreement, Fanatics will exclusively manufacture Six Nations Rugby fan apparel and outerwear, as well as headwear for fans including branded caps and beanies.

The exclusive partnership, which will run until 2028, will include the men’s Six Nations, the Women’s Six Nations, Under-20s and Under-18s tournaments, and the Autumn Nations Series.

Through Fanatics, Six Nations Rugby fans will have access to the company’s Cloud Commerce platform.

The men's Six Nations will begin on February 4 and run through March 18, while the women's edition will be held from March 25 to April 29.

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Nikki Hughes, head of business development and partnerships at Six Nations Rugby, said: “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, senior vice president of international business affairs and development, added: “The men’s Six Nations and 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 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.”

The deal bolsters Fanatics’ presence in rugby union as it also has partnerships with the British and Irish Lions, which it renewed last week, and England Rugby.

Fanatics partners with more than 900 sporting organizations, teams, and leagues in the world including European soccer giants Manchester United, Chelsea, and Paris Saint-Germain, England’s Football Association, UEFA, American football’s NFL, basketball’s NBA, and the Formula 1 motor racing series.

Image: David Rogers/Getty Images