Cube Partnership Announced As Ospreys’ New Ecommerce Partner

24 May 2021cube partnership, sports news

Cube Partnership has been announced as the Official Retail Partner of one of Europe’s great rugby teams, Ospreys.

Ospreys, based at the Liberty Stadium in Swansea, Wales, is part of PRO14, a tournament played across five countries and 14 clubs, each boasting a unique heritage that combines to form one of the most diverse and exciting playing environments in the world of club rugby. 

ospreys x cube partnership

The innovative new relationship with Cube Partnership will allow Osprey supporters, which is expanding in numbers across the globe, to enjoy a dynamic online experience when they access a new online store that will be launched in time for the start of next season.

As part of a new commercial strategy, the Ospreys will adopt a data led approach to expand its engagement with its loyal supporters, by offering an extended range of merchandise, tailored to supporter’s lifestyle.   

The Ospreys joins a unique group of world-renowned sports brands and events working with Cube Partnership, including Aston Martin Cognizant Formula 1 Team, Birmingham 2022 Commonwealth Games and Rugby League World Cup 2021.

Cube Partnership, the sports retail arm of Cube International, delivers a bespoke customer service and experience in the sports retail market, focusing on ecommerce, licensing and merchandising. The company has established a reputation for driving revenue streams and brand engagement for spectators and armchair fans of a variety of events and sports teams worldwide.

Ed Boardman, Cube International’s CEO, said:

“The Ospreys is one of Europe’s great rugby teams, and we are delighted to be able to create a world class Direct to Consumer (DTC) experience for the many fans that celebrate the team’s great history and rich rugby traditions.

“The Cube Partnership team will draw upon its extensive experience in working with some of the world’s most exciting and innovative brands in the sports industry and will be looking to expand the great merchandising opportunities available through this partnership.”

Nick Garcia, Ospreys Chief Executive, said:

“The Ospreys new business and commercial strategy is to partner with like-minded companies with a history of expertise and breaking new ground.

“Ourselves and Cube Partnership share a synergy to create new opportunities and to engage with our supporters to provide them with the best online retail customer experience.

“They have a proven track record of delivering in a global sporting marketplace and we are excited and delighted to join Cube’s portfolio of high-profile events and sporting teams.”


The Cube International group provides the sports, events, ecommerce, retail and modular portable building industries with innovative, end-to-end, award-winning solutions.