All Blacks Have World (And Sponsors) At Their Feet, But Could Fail To Realise Potential

All Blacks Have World (And Sponsors) At Their Feet, But Could Fail To Realise Potential
SHARE
THIS



The All Blacks win in the Rugby World Cup has paved the way for major commercial prospects, but according to experts, could lose out if they don’t ditch the conservativeness and aim big.

Immediately prior to the tournament, brand valuation consultancy Brand Finance estimated the All Blacks brand to be worth around US$132 million, but after their third world cup victory, has stacked another US$36 million onto the brand.

The sporting event is the third most watched sporting occasion, and has a rather affluent fan base, making it the ideal commercial investment for sponsors and broadcasters alike.

The All Blacks have collected a string of commercial deals with companies such as Air New Zealand, AIG and Bulgari, on top of a money spinning TV rights deal and merchandising goldmine. But while brands are vying for a deal with the popular team, the All Blacks could be their own worst enemy if they fail to realise their potential.

“New Zealand are world champions and enjoy a historic win rate of 77 per cent, the closest thing to guaranteed success a sponsor of a major sport could hope for. The All Blacks are a sponsor’s dream off the field too, renowned for their fairness, good-sportsmanship and disciplined behaviour,” Brand Finance head of sports marketing Bryn Anderson said.

“The All Blacks and the NZRFU must seize the opportunity to maximise the commercial opportunities that their brand presents.”

“Adidas extended its deal to 2019 while the fees for broadcast and content rights have been agreed with Sky TV until 2020, meaning two key commercial deals cannot be renegotiated for over three years. In addition, the NZRFU have in the past taken a conservative approach to establishing new deals, cautious of the sense of ownership that many Kiwis feel for their national team.”

Anderson said the popularity of Rugby is growing rapidly, particularly in the US, and that existing sponsors like AIG, Adidas and Air New Zealand would be “more than happy” to back the All Blacks’ foray into the world’s top markets.

“If managed properly to ensure brand fit, there is no reason they couldn’t establish dozens of global, top-tier partnerships in the same way that football clubs such as Manchester United have done,” she said.

“A willingness to expand and segment commercial partnerships will be important. So too will be increasing the visibility of the team outside of major tournaments by staging exhibition games, particularly in the US, or even locating competitive games in key growth regions, just as the NFL now does in the UK. Brand Finance’s analysis suggests that the All Blacks could command a US$500 million brand within a decade.”

 

Please login with linkedin to comment

Latest News

Revealed: The Top 100 Brands Consumers Regard As The Most Authentic
  • Marketing

Revealed: The Top 100 Brands Consumers Regard As The Most Authentic

The annual list of the most authentic brands, compiled by global communications firm Cohn & Wolfe, has arrived and it’s all good news for Amazon (which is probably all bad news for Australian retailers with its pending arrival Down Under.) Amazon took out the number one position on the annual Top 100 list. You can read […]

by B&T Magazine

B&T Magazine
Dogs, Dildos & Designer Dresses: Lessons From CMO Shadi Halliwell At RESET 2017
  • Marketing

Dogs, Dildos & Designer Dresses: Lessons From CMO Shadi Halliwell At RESET 2017

B&T was front and centre at the RESET conference yesterday in Sydney – an annual gathering of over 100 leading brands and their marketers. There was a carefully selected group of speakers showing educational presentations for the lucky attendees – plus free coffee. One of the standouts was Shadi Halliwell. Introduced as “one of the […]

by B&T Magazine

B&T Magazine
Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard
  • Campaigns
  • Marketing
  • Technology

Kellogg’s Creates AR Halloween Trick Or Treat Experience Via Shazam & Orchard

Breakfast cereal manufacturer Kellogg’s has joined forces with Shazam and digital agency Orchard to deliver a first-of-its-kind augmented reality (AR) Halloween Trick or Treat experience for families. The campaign, which leverages Shazam’s visual recognition platform and recently-launched AR platform, sees Kellogg’s pilot the replacement of physical gifts in cereal packs with a digital experience that […]

Kraft Heinz Appoints Cummins&Partners As New Creative Agency
  • Advertising

Kraft Heinz Appoints Cummins&Partners As New Creative Agency

Kraft Heinz today confirmed the appointment of Cummins&Partners as its new Creative agency after an extensive pitch process. They will be responsible for brand strategy and integrated creative across the expanding Kraft Heinz portfolio including Kraft, Heinz and Golden Circle. A Kraft Heinz spokesperson said: “After an exhaustive search involving a competitive pitch, we have made […]

Patrick Delany (CEO, Fox Sports), Hugh Marks (CEO, Nine Entertainment Co), Miranda Devine (Columnist, News Corp), Michael Miller (Executive Chairman, News Corp Australasia), Grant Blackley (CEO & Managing Director, Southern Cross Austereo) at Radio Alive 2017
  • Media

Media Bosses Weigh In On Ten-CBS Deal

Do you enjoy articles featuring industry big-wigs? Well, it doesn't come much bigger and wiggier than this, we say.

by B&T Magazine

B&T Magazine
Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy
  • Marketing

Kantar TNS’ Ali Dexter Joins T Garage As Director Of Insights & Strategy

Melbourne-based market research consulting agency T Garage has announced the appointment of Ali Dexter as its director of insights and strategy. Dexter joins T Garage from Kantar TNS, where she was the director of its Qualitative division. Prior to that, Dexter held a number of senior roles at Kantar TNS in the US and Vietnam.  “After […]

XXXX on Tuesday, March 21, 2017, in Las Vegas. (Jeff Bottari/AP Images for Adobe)
  • Advertising

Adobe Releases Advertising Cloud App

Not one, but two Adobe announcements. The tech elves have been busy this week, not that we're inferring Adobe is Santa.

Facebook Updates Its VR Offering
  • Technology

Facebook Updates Its VR Offering

Do you loathe Facebook for nicking all the ad cash? Well, why not scream "A pox upon you Zuckerberg" while reading this.

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy
  • Marketing

InterContinental Perth City Centre Chooses Bonfire To Build Digital Strategy

Luxury hotel InterContinental Perth City Centre is officially set to open this Sunday, and has already taken strides towards developing a comprehensive online search strategy with digital agency Bonfire. The investment reinforces the desire of the hotel to promote its luxury business facilities, which include corporate and bespoke event spaces designed for local, national and […]

Datalabs Announces New Hire And Promotion
  • Marketing

Datalabs Announces New Hire And Promotion

Aussie data visualisation and content marketing analytics agency Datalabs has announced the appointment of Marc de Chellis to run its business development, as well as the promotion of Cass Lilley to accounts and project manager. De Chellis (pictured above, second from the left) joins Datalabs from Launchpad App Development, where he held the role of […]

OLYMPUS DIGITAL CAMERA
  • Advertising

Inskin Grows Sydney Team With New Designer

Digital advertising provider Inskin, continues to expand its Sydney team, hiring Marc Gundesen as a junior digital designer. Gundesen (pictured above) brings a breadth of skills in web design, animation and account management, and will report to Inskin’s lead designer, Jay McCalla. He joins Inskin from Budgy Smuggler, where he worked as a graphic designer, […]

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch
  • Marketing

Agent99 PR Signs Finance Industry Thought Leader Vanessa Stoykov For TV Show Launch

Independent communications agency Agent99 Public Relations has welcomed respected founder of No More Practice Education and founder and CEO of Evolution Media Group, Vanessa Stoykov, to its client stable. Agent99 will be supporting the launch of her Learn from the Money Masters – The Investment Series show on Channel Nine. Stoykov has over two decades […]

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign
  • Media

Susie Porter & Jacki Weaver Lend Support To Young Filmmaker In Crowdfunding Campaign

A new crowdfunded short film is shining the light on barriers for women filmmakers, thanks in part to Aussie actresses Susi Porter and Jackie Weaver. Starring Porter, Beverly explores a bizarre love triangle in middle-class suburbia. It is an unflinching coming-of-age comic drama exploring sexual awakening in the era of technology, and the universal yearning […]