When it comes to rugby, New Zealand is "the biggest name of them all," according to Luke Edwards of MARKETING MAGAZINE. The All Blacks, New Zealand's national team, are this year's favorite "to win the Rugby World Cup 2015." It is "no wonder," then, that it is "the go-to side for advertisers looking for a plum sponsorship deal." The New Zealand rugby team "has become synonymous with the Haka." What "better team to advertise with than one that has an iconic tradition that’s known the world over?" Team sponsor AIG "has seized on the opportunity presented by the Haka -- creating a 360° Haka experience that uses Google Cardboard virtual reality technology to place viewers alongside the All Blacks as they perform the ritual." AIG’s 5-year contract with New Zealand Rugby Union is worth $80M -- but it is "by no means the biggest sponsor." Back in '08 adidas "extended its sponsorship contract with the All Blacks right the way through to 2019." The value of this deal was not disclosed -- but New Zealand Rugby Union CEO Steve Tew said he "would be surprised if it was not the biggest sponsorship package in the world of rugby." Ahead of the Rugby World Cup 2015, adidas has created the "Force of Black" campaign; "headed up with a dark, stylish and dramatic advert that builds to a powerful crescendo." All Blacks sponsors Steinlager, meanwhile, "harks back to the past" with its "Originals" campaign. The ad highlights the 1905 winning New Zealand team "in an appropriately patriotic ad that enables Steinlager to play up the 1905 team’s status and tug on the heartstrings -- although nowadays the All Blacks are the favourites to win." Sanitarium -- makers of Weet-Bix, the All Blacks’ official breakfast -- "created a modern take on the old collector’s album." Fans can collect cards found inside packets of Weet-Bix, entering a code to upload them to a "virtual album" (MARKETING MAGAZINE, 10/15).
