St.Helens v Salford City Reds
ST.HELENS, UNITED KINGDOM - APRIL 9: A generic Rugby League ball during the engage Super League match between St.Helens and Salford City Reds at Knowsley Road on April 9, 2007 in St.Helens, England. (Photo by Matthew Lewis/Getty Images)

Apart from its unique indigenous Maori culture, New Zealand is globally-recognised for its successful international men's rugby All Blacks. The national rugby union team began playing in 1903 and since they have claimed three World Cups with 500 victories on test matches.

This sports team has increasingly produced reams of content for fans making it well-positioned to ensure sponsorships with leading brands so it comes as no surprise when it has broadened its portfolio of partnerships. As the All Blacks Team has signed many different sponsorship deals, here are the top partnerships that have covered this Maori historic team.

Potential partners

CasinoDeps NZ
CasinoDeps.co.nz is a well-known casino site that has offered its service across New Zealand and Australia since 2018. This fresh company provides different online gaming products that meet the players’ requirements such as online casinos, a large selection of casino games with their reviews, and banking options.

CasinoDeps’ cooperation with the All Blacks team allows the online gaming platform to become one of the potential partners of this successful sports team. In return, the gambling company has offered its services to the team including organising events and promotions to the rugby fans and supporters.

TAB NZ
TAB New Zealand or TAB NZ is a powerful entity established under the Racing Industry Act 2020. This respectful body has the role to provide betting services to the Kiwis and makes returns back to racing and sporting organisations in the country.

The TAB NZ partnership agreement with the national rugby enables All Blacks fans to place their bets online via the TAB app or tab website. Apart from providing a quality entertainment experience through its products and promotions, this racing and sports betting agency is committed to promoting responsible gambling with various tools and procedures to reduce the harm associated with gambling.

SkyCity Casino
SkyCity Casino is a magnificent venue located in Auckland that has seduced both the local and foreign players for its world's most popular casino games and exciting live entertainment. In 2019, through the collaboration with the national rugby team, SkyCity opened a world-first class “the All Blacks Experience” providing the visitors with an interactive experience at the forefront.

In fact, with innovative technology, the All Blacks fans will be delighted since they will enjoy a 45 minute guided tour where they will be one of this team's players. With the interactive showcase of the national team, they will learn the story of New Zealand's deep passion for the sport.

Top Partners

Top partners are the principal sponsors from which their logo feature on the front of the team's jersey. These companies have usually extended their sponsorship agreement making them the official partner of this world's most successful sports team.

Adidas
The collaboration between All Blacks and Adidas began in 1999 and has been renewed for 2023. In this massive deal, this German sportswear manufacturer has remained the principal partner of the world champion by supplying the team with sports equipment, apparel, boots, and kit.

The loyal partnership with sportswear giant Adidas is the single biggest proposal that this New Zealand team has ever had because the extended sponsorship is estimated to be worth about $10 million a year. Apart from supplying kits to the national teams, the largest apparel brand in the world has also funded community activities across New Zealand as part of the extended agreement.

Air New Zealand
The collaboration between All Blacks and Air New Zealand has existed since 1998 from which this national airline has been an official partner of the national rugby team and the All Blacks Sevens. One of the remarkable actions committed to this partnership agreement is the latest on-board safety video tackled by the airline in which the company teamed up with the All Blacks and an all-star line-up of international rugby.

Entitled, the Men in Black Safety Defenders, the video is inspired by the Men in Black films and played by the coach Steve Hansen and several high profile All Blacks players. Under the recent sponsorship agreement, the flag carrier of New Zealand has also become the primary sponsor of the kids' Rippa Rugby National Championships.

Ford
The largest automaker Ford Motor Company has been one of the premium sponsors of All Blacks for the past 28 years. This biggest automotive brand has been the Driving Force behind New Zealand Sport by supporting the most prolific rugby team. 2010 is a remarkable year of their collaboration when Ford was associated with Small Blacks. These small teams can, thus, have fun in rugby while learning the rugby skills that they need to become the best. In other words, their partnerships have been expanded from the community grassroots rugby to the national team.

Conclusion

Sponsorship valuations in NZ rugby have continued to climb because they are lucrative for both sides. As All Blacks is the rugby team that has three Rugby World Cups and inaugural Cup, this team is evidently the national pride.

Collaborating with this men's national rugby union team has become a competition among the leading brands because they are aware that the alliance is a key factor to unlock their business success. Since the NZ Rugby team is by far the country's best-known sports brand and the most successful team in international sport, it unsurprisingly takes a big hit over several sponsorship deals.