JD Sports Secures Landmark National Sponsorship with New Zealand Rugby League Ahead of World Cup

Global sports fashion retailer JD Sports has announced a agreement with New Zealand Rugby League, marking the brand’s inaugural sponsorship of a national sporting team.

The partnership establishes JD Sports as the official Major Partner and Official Sneaker Supplier for the Kiwis, Kiwi Ferns, and Wheel Kiwis, integrating the brand directly into the national teams’ campaigns ahead of the Rugby League World Cup.The alliance unites two entities centered around sports and lifestyle fashion, with the retailer outfitting all players in exclusive products across the tournament while driving high-engagement digital content.

From a commercial standpoint, the collaboration enables JD Sports to accelerate its retail expansion across New Zealand while deepening connections with younger consumer demographics.

Commenting on the partnership, JD Sports APAC marketing director, Michael Weatherston, said: “We’re incredibly proud to partner with New Zealand Rugby League as our first ever national team sponsorship.”

“Having the iconic JD roundel on the NZRL national jersey, and a presence at a World Cup is a special moment for us.

“We’re continuing to strengthen our connection with fans through our sports partnerships we’ve built over the past nine years, meeting our audience in cultural moments that matter most.

“As we expand our store base in New Zealand, we want to continue to show up for New Zealanders with the right partnerships that drive passion and engagement with our core audience.

“Leveraging each team off pitch through our range of exclusive sports lifestyle products gives us a unique and credible access point within the Rugby League World Cup, and we’re excited to partner with the NZRL to build some amazing moments throughout the tournament.

“Expect to see us show up in a way that only JD can – driving highly engaging content and providing athletes with the best products that you can find only at JD,” Weatherston said.

Highligting the alignment between the governing body and the apparel giant, NZRL general manager of communications and marketing, Amy Thomason, added: “JD Sports is a brand that understands the role sport plays in culture, particularly with younger audiences, and that makes this a really exciting partnership for us.”

“We’re looking forward to JD bringing great energy to the Rugby League World Cup, and together putting the Kiwis, Kiwi Ferns and Wheel Kiwis firmly in the spotlight not only on, but off the field,” Thomason noted. 

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