The Six Nations Rugby tournament has announced a new partnership with digital sports platform and e-commerce company, Fanatics.

The deal will see Fanatics launch and run the official Six Nations Rugby online store, offering fans a wide range of officially-licensed products including jerseys, training, and lifestyle wear.

The exclusive partnership will run until 2028 and will include the men’s, women’s, under-20s and under-18s tournaments, and the Autumn Nations Series.

Commenting on the partnership, Six Nations Rugby , head of business development and partnerships, Nikki Hughes, said: “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.”

Fanatics senior vice president of international business affairs and development, Matthew Primack, 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,” he said.

This partnership will also bolster Fanatics’ presence in rugby union as it also has partnerships with the British and Irish Lions, which it renewed last week, and England Rugby.

Recently, Primack sat down with Ministry of Sport to discuss Fanatics’ expansion into Australia.