New deal for All Blacks

Adidas have extended their sponsorship deal with the New Zealand Rugby Union through to 2019.

The announcement came on the eve of the All Blacks’ Test against England at Twickenham following a negotiation process that began during the Beijing Olympics.

Steve Tew, NZRU chief executive, would not reveal the value of the agreement, citing commercial sensitivity, but believed it was the biggest deal in rugby.

“We are very confident that we are future-proof with this contract. Our estimate, with some confidence, is that it’s the biggest sports sponsorship in New Zealand and I would be very surprised if there is a bigger rugby sponsorship in the world today,” he told media in London.

Herbert Hainer, chairman and chief executive of adidas, said: “We believe that the message to the world is that as tough as times are at the moment, and everybody is trying to cut back and save money, we have clearly said in our company that we have to be diverse. We have to look at our costs but we also have to invest.

“Life will continue and we will go through the crisis. Both adidas and the All Blacks have a wonderful rich sporting heritage and we look forward to bringing that heritage to new rugby markets worldwide.”

The agreement is the second extension the NZRU have secured and Tew said: “The funding from this agreement is critical to the NZRU’s ability to fund rugby initiatives including franchise and provincial union rugby, community rugby investments and retaining our top professional players in New Zealand.

Adidas have sponsored the All Blacks since 1999 and the new deal, which extends to the five Super 14 franchises, includes the supply of apparel, boots and balls.