New Zealand’s All Blacks Are Cashing In On Their Sponsorships

The brand All Blacks is displaying an impressive newfound financial muscularity. News released last week that adidas has extended its sponsorship of the All Blacks to 2023 in a deal estimated to be worth about $10 million a year.

It came a day after the All Blacks secured a sponsorship with luxury Swiss watch-maker Tudor and a week after it revealed a new relationship with Vodafone.

With AIG having extended its sponsorship to 2024 in a deal thought to be worth about $15m a year and the game in New Zealand also benefiting from a broadcast contract that doubled in value in 2016 to about $75m a year, the All Blacks have in the last six months become big, big business.

From turning over $104m in 2011, revenue jumped to $161m in 2016 and, given the raft of new and extended sponsorships, the New Zealand Rugby Union could earn close to $200m in 2017.

Meanwhile rugby is a booming and emerging sport in countries such as Japan and the US, which have massive economies and growing corporate interest in the game.


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