New Zealand Rugby signed a sponsorship agreement with telecom Vodafone, according to Fiona Rotherham of the NATIONAL BUSINESS REVIEW. The four-year partnership will see Vodafone work with NZR on a new All Blacks app, with more features and viewing options including "world-class digital experiences" for rugby fans "inside and outside the stadium." The partnership "will come into effect" for the upcoming New Zealand Lions Series in New Zealand next month, with the new app "set up to allow fans to replay tries, view highlights and watch alternative live footage" from many different camera angles. NZR CEO Steve Tew said, "Local rugby fans will have access to in-stadium technology that is at the forefront of what is available around the world to watch the game" (NBR, 5/22). STUFF's Marc Hinton reported NZR is "adamant its strong relationship with broadcasting partner Sky Television will not be tested" by the addition of Vodafone to its sponsorship stable. In fact, "a cosy triumvirate could be forming, given the fact that Sky and Vodafone already have an existing business relationship" that would recently have merged into one entity, "but for the lack of approval from the Commerce Commission." Tew "admitted as much" when he lauded the "positive spinoffs of the four-year deal with Vodafone NZ as a sponsor of the All Blacks and other key national teams" at the official announcement at Eden Park on Monday. He said, "There is nothing in here that would worry Sky. They already have a very close working relationship with Vodafone. I talked to [Sky CEO] John Fellet as recently as this afternoon, and he is very happy our partnership with Vodafone has taken another step forward because he already has a strong one." Where the lines "could get blurred a little" is the nature of what Vodafone will bring to the table in its new role as an All Blacks sponsor. Already it has been confirmed the telecom will power a new All Blacks app. There are also plans to "extend the fan experience" outside stadiums for those who do not have tickets to the Lions series games. Tew said that Sky, "which has taken a hardline stance over some media companies' use of live footage clips for news purposes," could not object to the viewing arrangements being planned by the new sponsor. He said, "There is nothing we have agreed to with Vodafone that we didn't already have the rights to do. We just haven't had a partner who has been prepared and able to do it" (STUFF, 5/22). In Auckland, Patrick McKendry reported when contacted for comment, a Sky spokesperson said that the new app "was no cause for concern." Rather, it was "another great use of the content we produce." The spokesperson added that Sky "played a massive role in terms of the production of live sports broadcasts" and the company expected more announcements such as this in the near future. Vodafone will launch a "Rugby Road Trip" next week ahead of the British & Irish Lions tour which kicks off in Whangarei on June 3 (NEW ZEALAND HERALD, 5/22).
