The All Blacks will have a new logo on the front of their iconic jersey next season having just announced a major partnership with Altrad.
The French industrial company already sponsors the French team and has now signed a six-year deal to become the Official Front of Jersey sponsor to the All Blacks and Black Ferns from 2022.
They replace AIG who had been the main commercial partner in a deal that spanned ten years and was worth a shade over US$100 million. The decision for them to exit the deal was announced here on Sport for Business in January 2020.
“In creating this partnership, we have recognised Altrad’s founding principles of courage, respect, solidarity, conviviality and humility as truly relevant to our game – and with the support of their international footprint, we will continue to build our global legacy in rugby,” said New Zealand Rugby CEO Mark Robinson.
“We are excited by the opportunity for both parties to deepen connections with communities by providing All Blacks clinics to children and young people, and leadership learnings around the world. We are incredibly proud to have agreed to this partnership and look forward to getting underway next year.”
The company bears the name of its founder Mohed Altrad who was born into a Bedouin tribe in Syria and, after winning a scholarship to study in France, founded the company in 1985. It is now worth billions in annual turnover specialising in cement, scaffolding and industrial equipment.
“Rugby upholds the values that I have always defended in my life,” said Altrad.
“New Zealand Rugby is the embodiment of these values on and off the pitch. With our parallel journeys from indigenous roots to international success, the partnership between Altrad and New Zealand Rugby is a natural next step in our pathways.”
“The power of rugby to connect people and inspire communities cannot be understated and is an area we will champion through our relationship with NZR. Altrad is proud to begin its long-term partnership and start writing a defining legacy in the sport alongside the Teams in Black.”
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