The All Blacks’ commanding win in the Rugby World Cup has cemented the team's position as the sport’s preeminent brand. Immediately prior to the tournament, specialist brand valuation and strategy consultancy Brand Finance estimated the All Blacks brand to be worth $132M. A third world cup victory (the first on foreign soil) has added a further $36M. The Rugby World Cup is the third most watched sporting occasion. Add to that the sport’s more than averagely affluent fan base and you have an exciting commercial prospect for sponsors and broadcasters alike. The All Blacks established a string of commercial deals with companies as diverse as Air New Zealand, AIG and Bulgari, a lucrative TV rights deal and unrivaled merchandising opportunities. Brand Finance Sports Marketing Head Bryn Anderson said, "New Zealand are world champions and enjoy a historic win rate of 77 percent, 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 behavior. The popularity of Rugby is growing rapidly, particularly in the U.S. The All Blacks’ one off game against the U.S. Eagles in 2014 was a considerable success, attracting over 60,000 spectators. The game was broadcast on NBC to a huge audience, one that is even more affluent than in the rest of the world. Eighty-eight percent of registered U.S. players are college educated and 69 percent work in professional roles" (Brand Finance).
