Adidas and All Blacks Extend To 2023

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31 May 2017

News that adidas have extended their contract with New Zealand Rugby through to 2023 was released at the unveiling of a special edition jersey for the British and Irish Lions series.

The contract extension will mark a 24-year relationship between the two parties should it run it’s full term.

NZR CEO Steve Tew said they'd enjoyed "an exceptional and prosperous relationship" with adidas since the first deal was signed in 1999.

"We see adidas not just as a sponsor but a real partner in our game. In financial terms, this deal extends the most significant sponsorship deal in our history, and the importance of adidas' investment to all levels of our game shouldn't be underestimated," Tew said.

"The partnership helps ensure our game is healthy from the bottom up - from Small Blacks to All Blacks - with a portion of the income tagged to our community game. We are delighted that our principal partner will continue to work alongside us for the good of the game right through to 2023."

At the same time Reuters have reported that the All Blacks estimated brand value is now US$200m or £156m (up from US$170m last year). As a comparison: in a list of top 50 football brands, AC Milan are ranked 20th with a value of US$207m.

See also...

All Blacks Could Be Worth $500m In Ten Years


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