The RFU and Fanatics, the specialist in licensed sports merchandise, have opened Twickenham’s new stadium store as part of an eight year project to develop the RFU’s global retail and eCommerce programme.
An original ten year partnership reflecting global eCommerce rights was extended last year until 2025 with the addition of all official retail outlets at Twickenham Stadium and non-technical product rights. The new England Rugby Store represents a major pillar in the RFU’s match day fan programme following the recent investment in the World Rugby Museum and Stadium Tour operations.
The original store was taken into management by Fanatics under the terms of the new agreement and the re-launch results following a year-long R&D exercise to create a design which offers a best-in-class experience for casual visitors as well as for match day fans during peak periods around major fixtures. As part of the partnership, Fanatics will ensure the retail experience remains at the forefront of technology and development with a commitment to regular refurbishment and technical upgrades during the next eight years.
RFU head of licensing and retail, Kate Worlock, commented: We are delighted to be re-launching our new and improved England Rugby Store in partnership with Fanatics. Twickenham Stadium is the home of rugby and our new store has been designed to ensure people who come to Twickenham, whether on a match day or non-match day, have a great experience.”
Fanatics International head of retail & events, Chris Bailes added: “After the extension of the partnership, we entered into a joint mission to create an engaging retail experience inside the world’s most iconic rugby union venue. Together with our tried and trusted global omnichannel experience, we now have a package which befits the RFU’s global standing and we’re proud to be in a partnership that focuses on providing the best possible retail experience for the fans.”
The DCA will stage its Annual Summit along with the Direct Commerce Awards evening at Twickenham on June 13th, 2019.
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