The All Blacks will use their team bus to change out of their training gear during the Rugby World Cup, an inconvenience the New Zealand superstars must endure to give sponsors their cut of the sport's most recognised brand.
Under the rules of the four-yearly tournament, which kicks off Friday in London, the logos of team sponsors can only be seen at training and mustn’t be visible anywhere else associated with the cup, such as in hotels or at matches.
With players filmed arriving at and leaving training venues, changing on the bus will maximise exposure for companies like insurer American International Group, which sponsors the champion All Blacks.
The New Zealand men's rugby union team, whose uniform is all black, claims to be the most successful national sports side in history. Its brand value has almost doubled to NZ$197 million (€109 million) since winning the last World Cup in 2011, according to London-based consultancy Brand Finance.
That growth is set to continue, with rugby union now played in 120 nations globally and a form of the sport to be reinstated at the Rio 2016 Olympics.
Strong heritage
“The All Blacks brand represents success, pride, determination and strong heritage - all characteristics a sponsor would like to associate with,” said Bryn Anderson, Brand Finance’s chief operating officer.
“Rugby’s growing profile globally will see its commercial value swell and represents a significant growth opportunity.”
The All Blacks have been top of World Rugby’s rankings since November 2009 and have won 76 per cent of their Test matches, or games against other national sides, since the first one in 1903.
They are bookmakers’ favorite to win this year’s World Cup, even though their previous two titles were achieved on home soil.
The team's black uniform featuring a silver fern logo dates back to the 1890s, creating a history of unity and success that has attracted international sponsors from Adidas to Bulgari.
Eau d’All Black
“We’ve got ambitions to sell more licensed products and be a better-known brand,” Steve Tew, chief executive officer of New Zealand Rugby, said.
“It’s only going to work as long as you keep performing.”
Adidas, a major sponsor since 1999, has designed a jersey and black boots for the World Cup campaign.
Bulgari has begun marketing mens fragrances using All Blacks players in its print advertising, and perfume bottles decorated with Maori-inspired designs. Fonterra Co-operative Group, the world’s biggest dairy exporter, began offering milk this month in black containers carrying the silver fern as a special World Cup promotion.
The 43-day tournament will be the most-watched sports event this year, with 2.3 million tickets available and an estimated television audience of 772 million households, according to World Rugby, the sport’s international governing body.
US appeal
AIG’s agreement, which includes carrying the insurer’s logo on the front of the playing jersey, is worth NZ$80 million, media reported when the sponsorship was announced. Both Mr Tew and Mr Glantz declined to comment on the value of the partnership.
Sponsors’ demands have increased as the game goes global and compromises have had to be reached for the World Cup, where the tournament’s backers are given priority.
This year, the All Blacks arrived in London nine days before their first Cup game, allowing players to attend commercial events for AIG and Adidas before their match preparation started.
And, for the first time, sponsors’ logos will be seen on training fields.
"The moment we leave our training venue, we go back into the Rugby World Cup bubble," said Mr Tew. "So the boys will be getting changed on the bus, literally."
Bloomberg
