One New Zealand Warriors Expand Retail Footprint with Flagship Store at Sylvia Park Shopping Centre

One New Zealand Warriors are significantly expanding their commercial and retail footprint by opening an official team store at Sylvia Park Shopping Centre in Auckland under an initial six-month lease.

Set to launch on November 5, the retail expansion places the club alongside major consumer brands within New Zealand’s largest shopping destination, which houses more than two hundred stores and attracts an estimated fifteen million annual visitors.

The move comes on the back of exponential merchandise demand across recent seasons and will result in the closure of the club’s existing retail operation at Go Media Stadium, reflecting a broader corporate pivot to diversify revenue streams and engage fans beyond traditional match-day environments.

Highlighting the commercial drivers behind the expansion, One New Zealand Warriors CEO, Cameron George, pointed to record-breaking sales across major fixtures and regional pop-up activations.

“We’ve seen exponential growth in demand for our merchandise over the last four seasons, no more so than this year with incredible sales through our main store at our game days and at pop-up stores we launched around Magic Round in Brisbane and for the NRL matches we played in Christchurch and Wellington.”

“It gave us confidence to take the next step into the retail environment.

“We’ve formed a terrific relationship with Sylvia Park’s owners, have leased store space and will now work towards opening our own store on November 5.

“This is all part of our strategy to continue unlocking the power of our brand and expand our opportunity to reach more fans outside the traditional gameday environment,” George said.

The Sylvia Park retail initiative forms part of a wider commercial diversification strategy by the organisation, which has increasingly acquired industrial, residential, and retail assets, including the Full Time Sports Bar and Eatery in Kingsland opened in 2024.

Alongside pop-up merchandise hubs, the Warriors have pioneered innovative cross-promotional partnerships, such as renaming Australia’s largest theme park ‘Wahsworld’ during away fixtures against the Gold Coast Titans. 

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