Beauden Barrett. Graphic: Liam K. Swiggs Photo: PHOTOSPORT
Ireland v All Blacks
Kick-off: 9:10am Sunday 2 November
Soldier Field, Chicago
Live coverage on RNZ
Analysis: Language is important. That's the key message running through the All Blacks' approach to commercial activities, with the emphasis that they are no longer obligations and now very much opportunities. They aren't 'promos', they're 'champion events', and the importance of what it means for the overall good of the team's brand is pressed home on the players involved.
A champion event took place on Monday night at the plush Waldorf Astoria Chicago, where the team is staying before their test match with Ireland on the weekend. In a function room full of suited men sipping from beer bottles and whiskey tumblers, Beauden Barrett, Quinn Tupaea and Anton Lienert-Brown strode in for a moderated chat and Q&A session.
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The players were confident and impressive in the way they addressed the audience, especially Barrett who has presumably had to do this more times than he can remember, with a couple of secrets shared about All Black processes and traditions. While most of it would be common knowledge to the average New Zealand rugby fan, the American audience were hanging off every word and eager to get in line for a photo and handshake afterwards.
Sponsor signage during an All Blacks training session. Photo: ActionPress
Then, after about 45 minutes, the job was done. All Blacks Business manager Megan Compain, who has been involved with the team for most of the last 15 years, said that the overall dollar amount of our commercial program is "significantly higher" now than even five years ago, thanks to the addition of several new sponsors that's taken the team's annual sponsorship revenue to around $130 million.
"You're an All Black 24/7. That means on the field and off the field, so when you show up at an event, you show up as your best self," said Compain.
Megan Compain. Photo: Andrew Cornaga / www.photosport.nz
"(The event) is an opportunity to connect, learn about how they prepare. This is the first main engagement the All Blacks have with (new major partner) Gallagher Insurance, so this is an understanding of where their investment is going. In front of the big boss and key internal clients."
Like a lot of things since Covid, NZR's attitude towards the commercial side of the All Blacks has shifted dramatically. It used to be a fairly closed off environment, now the organisation is very open in saying that the All Black brand pays for everything else in the entire sport. It's that fact that has slowly helped gain the acceptance of fans in New Zealand.
And to be fair, watching a room full of wealthy American businessmen swoon over the All Blacks does make you park the cynicism or even disdain New Zealanders feel when the All Blacks try and do anything that isn't playing rugby or performing the haka. That includes perhaps the biggest driver of public commercial activity, social media.
"The players have changed, the attitudes have changed. What they find valuable is very different…if it's being done on TikTok then the guys know all about it. Sometimes I have to change my mindset, if I see them engaging in it then I know 'yes, that's what we want to do'," said Compain.
Codie Taylor and Cam Roigard at a sponsor's event. Photo: ActionPress
"I think the players have always understood the commercial side, but the work has changed and what defines commercial has changed. Every head coach is different…we're working around and finding those gaps of where we can have that connection and access that's not impacting performance."
But to say this hasn't always been important wouldn't be accurate. In fact, it played a large part in the demise of John Mitchell as All Black coach, despite him having one of the historically better win records. Mitchell wasn't keen for his All Black side to spend much time on commercial activities, leading to a rift that ultimately saw him removed at the end of the 2003 World Cup. Compain described the relationship under Steve Hansen's regime as "low-trust, high control" and that it required "over-communication".
That was a long time ago, and the expectancy for players to be part of the marketing machine is very much sign posted on their way to becoming an All Black. Still, it's a big step up from Super Rugby Pacific level, where the commercial engagement might only extend as far as chucking some balls into the crowd at halftime.
Damian McKenzie, Jordie Barrett, Beauden Barrett. Graphic: Liam K. Swiggs Photo: PHOTOSPORT
"It's just part of what you have to do as a professional athlete. They understand that what I do today gives their own brand a life after rugby," said Compain.
Unsurprisingly, the players themselves are pretty tight-lipped on the whole thing. The key message for the All Blacks around anything is to simply brush off questions and say they're focusing on the game, so getting a first hand assessment is pretty difficult. For his part, coach Scott Robertson said that "it's great to connect with sponsors".
"When you get around this side of the world, it's important to get around the people that we work with," said Robertson, before inevitably adding that the test match was their main focus.
It hasn't been an entirely smooth ride, though. New Zealand Rugby Commercial boss Craig Fenton resigned in 2024, just over a year into the role after failing to agree over the future direction of the organisation with NZR. The organisation is at its highest level of sponsorship revenue ever, but still made an operating loss last year.
But it is anticipated that the level of aggressive commercial growth will only increase over the next World Cup cycle. The coveted front of jersey sponsorship is up for renewal soon and sources have indicated that NZR is in a strong position to increase the asking price substantially for either Altrad or a new bidder.
"We'd like to think the combination of our digital reach and playing more firxtures in different markets will mean there's sponsorship growth internationally. Absolutely that's something we believe in," said NZR CEO Mark Robinson.
Fabian Holland and Leroy Carter of New Zealand with the Bledisloe Cup. Photo: Andrew Cornaga/www.photosport.nz
"If you had have told me (in 2020) that the commercial opportunities have doubled, I would've been surprised," said Compain.
"The opportunity is growing, we are on people's radars. Last time we came to Chicago (in 2016) we were reaching out to the Bears, Bulls and Cubs and didn't get much traction. Fast forward nine years and they all came to us as soon as the game was announced asking how they could collaborate."
This is the reality of being an All Black, playing on Saturday and selling the brand pretty much every other day of the week. The Black Ferns are the same, given they share the same sponsorship suite, although given their smaller schedule they don't have to do quite as much handshaking - yet.
"Most major partners are leveraging the Black Ferns the same as the All Blacks, through advertising, activations and connections."
Unlike INEOS, the current main commercial partners are reportedly very happy with their All Black arrangements and most importantly, their cheques have cleared. Saturday's game will be the centrepiece for their logos and brand, something Compain said the players are fully aware of.
"Ultimately, your role as an All Black is to win games, for your team, your family and the country. But off the field, you are expected to be a champion as well."
