The brand value of the All Blacks has "soared past" the $200M mark and the visit of the British & Irish Lions will "serve to push it higher into the top echelons of global sports brands," a branding expert said, according to Greg Stutchbury of REUTERS. Global brands consultancy Brand Finance Managing Dir, Australia Mark Crowe said that the All Blacks were valued at more than $170M after winning the 2015 Rugby World Cup but new sponsorship, including a four-year deal with Vodafone announced last week, and moves into the Asian and North American markets "increased that valuation further." Crowe said, "There is no doubt now that the All Blacks value would be north of $200 million. If you look at the last study into the top-50 football brands ... the 20th ranked brand is AC Milan and they're sitting on $207 million." Crowe added that while the All Blacks' brand value "pales in comparison" to that of top-ranked football brand ManU, it is "perfectly positioned to grow with the Lions tour coming at an opportune time" for the All Blacks to capitalize. Crowe: "There appears to be greater interest in the All Blacks-Lions series (in Australia) than the Wallabies tests in June. The Lions tour is providing that additional burst of activity and in many respects because of the nature of the Lions tour it will drive the All Blacks brand." Crowe said that a 10-year, $100M investment by e-commerce company Alibaba into Chinese rugby would also allow the All Blacks to "leverage their brand in the world's most populous country." Crowe: "The Asian market does offer a tremendous opportunity for the All Blacks and I would be very surprised if they are not thinking about how they can leverage that momentum in China" (REUTERS, 5/31).
ADIDAS EXTENSION: RADIO NEW ZEALAND reported adidas extended its contract with New Zealand Rugby through '23. The extension will mark a 24-year relationship between the parties. The announcement of the deal was made at the launch of the All Blacks' new jersey in Auckland for the British & Irish Lions series. The All Blacks will "likely first wear the jersey against Samoa the week before the opening Lions test" (RADIO NZ, 5/31). The NEW ZEALAND HERALD reported the "main difference to previous strips is a new crest" which features the years 1904 and 2017, "a nod to the first ever Lions tour to New Zealand" (NZ HERALD, 5/31).
