The National Rugby League (NRL) today announced a partnership with premium sports lifestyle brand '47 that is set to alter the sports licensing landscape in Australia.
Hailing from Boston, Massachusetts, '47 holds licensing agreements with the NFL, NBA, MLB, MLS, NHL and more than 900 US universities.
"We are delighted to welcome such a highly respected brand as '47 into the NRL family," said Shaun McMartin, NRL General Manager of Consumer Business.
"They bring a combination of authenticity and innovation which we're confident will deliver our fans fantastic new offerings in 2016 and beyond."
Today's announcement will see the NRL join this esteemed list to become '47's largest partnership with a major sporting code outside of the USA. The National Rugby League continues to generate impressive merchandise sales across Australia and New Zealand, with retail sales of over $215m annually and growing.
'47 will bring its premier quality headwear and apparel to the NRL, with merchandise available in club stores and major retailers in Australia and New Zealand from November 2016.
"This deal represents our largest with a major sporting organization outside of the U.S. and I could not think of a better partner than the NRL," '47 co-owner Steven D'Angelo said.
"NRL fans are passionate and loyal to their sport and I have no doubt they will connect with the authenticity of '47. We're excited to bring fans our best-in-class product."
'47 is a privately held sports lifestyle brand founded in Boston, MA, by twin brothers, Arthur and Henry D'Angelo in 1947. The D'Angelos were entrepreneurial pioneers who were quick to see the future of sports licensing by selling pennants and other sports memorabilia on the streets around Fenway Park. Through a combination of hard work, sound instincts and incredible passion, the brothers were able to grow their business from a single street cart to a premier sports lifestyle brand that uniquely melds sport and style. Previously known as Twins Enterprises, '47 is currently managed by Arthur’s four sons, Bobby, David, Mark, and Steven. '47 is a proud partner of Major League Baseball, the National Football League, the National Hockey League, the National Basketball Association and over 900 collegiate programs. '47 employs over 250 corporate and retail associates around the world and is headquartered in Boston and Westwood, MA. For more information, please visit 47brand.com