NZ Rugby is facing a tough battle to secure a mega new kit sponsorship deal for the All Blacks.
According to the New Zealand Herald, NZ Rugby is targeting a package worth more than NZ$500-million (R5.5 billion) over six years, but geopolitical instability and an oil supply crisis have made the search for long-term sponsors increasingly difficult.
The current sponsorship structure already brings in significant revenue.
NZ Rugby earns an estimated NZ$70-million (R770-million) annually from kit sponsors, with French company Altrad reportedly contributing €25-million (R500-million) per year as the front-of-jersey sponsor. Gallagher adds around US$6-million (R110-million) annually for branding on the shorts, with Toyota paying a similar amount for training kit rights.
That income accounts for close to a third of NZ Rugby’s total revenue, underlining the importance of the next deal, which must be finalised by the end of this year ahead of the 2028 cycle.
NZ Rugby is believed to be aiming to increase that annual figure to between $90-million (R990-million) and $100-million (R1.1-billion), a significant jump that would shape its finances for years to come.
ALSO: Super Rugby to lose another team?
There are also strategic considerations. Altrad holds first right of refusal, but NZ Rugby is reportedly keen on securing a global consumer-facing brand as its primary sponsor.
Airlines such as Emirates and Qatar Airways have emerged as potential partners, with NZ Rugby understood to be keen on aligning with a major aviation brand.
However, ongoing conflict in the Middle East and rising fuel costs have placed financial pressure on the airline industry, potentially impacting their appetite for major sponsorship investments.
Photo: Hannah Peters/Getty Images
The post All Blacks chase R5.5-billion kit deal appeared first on SA Rugby magazine.
