All Blacks CEO on Rugby Branding
1. Having a great name helps
The All Blacks is a name that stands out in the rugby world. A name synonymous with excellence and success. The All Blacks have a win rate thought to be the highest of any national team of any sporting code in the world – 83 percent in the professional era. 76 percent in over 100 years of internationals. Add in a black jersey that carries with it an incredible aura, and the Haka which is such an evocative symbol of our unique cultural identity and you have a strong, appealing brand. It’s helped us to the enviable position we are in today having two of the most valuable rugby sponsorships in the game – Adidas; a long-time supporter and new partner insurance company AIG. All this is helping carry the story of New Zealand rugby to new fans and new places around the globe and hopefully to the USA later this year.
But in the competitive sports marketing world, where rugby remains a minor player, a great name like the All Blacks is sometimes not enough.