adidas Extends Sponsorship Of All Blacks Rugby Team Through 2019
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adidas Sponsorship Of All Blacks Believed
To Be Most Valuable Rugby Deal In World |
adidas has extended its sponsorship deal with New Zealand's All Blacks rugby team through 2019 in what "might just be the biggest sponsorship in world rugby," according to Gregor Paul of the NEW ZEALAND HERALD. The value of the deal was not disclosed, but New Zealand Rugby Union (NZRU) CEO Steve Tew said that he "would be surprised if it was not the biggest sponsorship package in world rugby." Tew: "There has been an uplift in the value." Tew said that the deal is "structured to deliver more cash between 2012 and 2016 with another jump again in the final three years." Paul noted the deal is "paid in US dollars and, in previous years, the NZRU has not been able to value it due to fluctuations in the currency markets." The "real value in signing the deal is that the NZRU now have certainty of income for the next 11 years." The current agreement was set to expire in 2011, and there had been "fears in New Zealand that, with so much gloom around, adidas would be reluctant to enhance the value of the deal." There were "even whispers that the group would decide not to renew the contract at all." But adidas Chair & CEO Herbert Hainer revealed that sales of replica All Black jerseys in '07 climbed to "record levels in the months around the [Rugby] World Cup." Paul noted those "booming sales were enough to convince adidas to buy-in for another 11 years" (NEW ZEALAND HERALD, 11/30). Tew: "We are very confident that we are future-proof with this contract." STUFF.co.nz's Duncan Johnstone noted the NZRU is "delighted to have struck a deal of this length and magnitude at a time when the world is in the grip of a financial crisis." The deal includes the "supply of apparel, boots and balls and extends to the five Super 14 franchises." adidas has sponsored the All Blacks since '99 and "together with broadcaster News Ltd provide the bulk of the NZRU's income" (STUFF.co.nz, 11/29).
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