In a year marked by record growth and innovation, the One New Zealand Warriors are expanding their brand experience by opening an Official Team Store in the country’s biggest mall Sylvia Park Shopping Centre in Auckland.
Under an initial six-month lease, the move will see the Warriors sharing space alongside major retail brands as they continue to diversify their business beyond their core operations.
The vast Sylvia Park, situated just across the Southern Motorway from the Warriors’ base at Go Media Stadium, houses more than 200 stores and attracts an estimated 15 million visitors annually.
“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,” said One New Zealand Warriors CEO Cameron George.
“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.”
The move to open a store in Sylvia Park will result in the shop at Go Media Stadium closing its retail operation.
Driven by an unprecedented surge in the One New Zealand Warriors’ popularity, the club has acquired industrial, residential and retail properties and owns the Full Time Sports Bar and Eatery in Kingsland which it opened in 2024.
As well as opening several pop-up merchandise stores this year, the Warriors began an innovative partnership with Dreamworld to rename Australia’s biggest theme park and zoo `Wahsworld’ each time the club travels to Gold Coast to play the Titans over the next three years.
