Sportswear group Canterbury has agreed a four-year extension to its deal as the official kit partner with the Irish Rugby Football Union (IRFU) in a deal believed to be worth in excess of €10 million.
The renewal has been signed on the eve of the Rugby World Cup in France, where the men’s team are among the favourites to lift the trophy as the number one ranked team globally.
The renewal spans all national teams including men’s, women’s, underage and sevens. It will run until 2028. The current deal has run since 2014, during which time Ireland has won four men’s Six Nations titles, including two grand slams, one women’s Six Nations title and three grand slams for the U20s team.
In its role as official kit supplier, Canterbury will produce match-day and training wear for Irish teams, incorporating advanced technologies and cutting-edge design, as well as a range of gear for supporters.
Canterbury has also extended its title sponsorship of the IRFU’s “Canterbury Give It A Try” programme, a grassroots initiative designed to give girls aged between eight and 14 the opportunity to learn how to play rugby in a fun and safe environment. More than 5,000 girls have participated in the programme since 2000.
The extension follows the recent move by Canterbury and the IRFU to swap the Ireland women’s team’s shorts from white to navy, following concerns from players about playing during their period.
Originally founded in New Zealand, Canterbury has its global headquarters in London and is part of Pentland Brands, which owns a portfolio of sports, outdoor and lifestyle brands, including Speedo, Berghaus, Ellesse and Mitre. In June, Canterbury extended its deal with the British & Irish Lions to supply kit for the tour to Australia in 2025.
Commenting on the deal, Simon Rowe, vice-president global sports marketing at Pentland Brands, said: “At the international level, our partnership with the IRFU exemplifies our deliberate approach to collaboration underscoring our commitment to selective partnerships, and furthering our dedication to nurturing the sport at the grassroots, and championing equity on the playing field.”
Padraig Power, chief commercial officer of the IRFU, said Canterbury “shares” its “ambition” to grow the game on the island. “Canterbury’s consistency in producing unparalleled design and technically excellent kit continues to give our teams an edge on the field and our supporters great choice in leisure wear. We’re very excited to see our men’s team take to the pitch at Rugby World Cup and we are also looking forward our women’s team participating in the inaugural WXV later in the year,” he said.
In parallel with this renewal, Canterbury and the IRFU have extended the arrangement with Intersport Elverys to be the official retail partner of the union in Ireland and the UK, and the exclusive operator of the IRFU’s online store. Intersport Elverys has 46 retail stores across Ireland with plans to open its biggest flagship store on St Patricks Street in Cork next year.
