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An improbable All Blacks jersey sponsor has emerged as NZR look to plug financial hole

(Photo by Mark Kolbe/Getty Images)

As New Zealand Rugby look to cash in on a controversial private equity deal, a left field potential All Blacks jersey sponsor has emerged – at least according to reports in France.

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The NZR are currently in the midst of a potential 15 per cent sale of the revenue-generating side of their business, with American Tech Giant Silver Lake tabling NZ$465m for what amounts in effect to a roughly one-seventh share of the All Blacks.

The deal is currently been met with opposition by the NZRPA, the players’ union that represents professional rugby players in New Zealand, who count a number of top-level All Blacks on their board. Players fear a number of things with the deal, including a loss of connection with the grassroots of the game and the commercial influence such a deal would have on future decision making.

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Wayne Smith raised eyebrows last week when he said: “We need the money”.

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Wayne Smith raised eyebrows last week when he said: “We need the money”.

Now Midi Olympique are reporting that Mohed Altrad, the billionaire owner of Top 14 side Montpellier, is in a dialogue about becoming the All Blacks’ jersey sponsor as part of a new multi-million dollar deal.

Altrad, a building materials company, already sponsors France Rugby, a deal that is apparently worth €7m a season. A similar deal with the All Blacks would be worth significantly more.

Last year current jersey sponsor – AIG – announced it would be ceasing their sponsorship in 2021, ending a partnership which began in 2012. Their latest deal was purported to be worth NZ$120m to the NZR, or €71m . In 2020, it was reported in New Zealand that the NZR wanted to raise NZ$300m (€180m) with their new jersey deal.

Landing a $300m jersey deal would certainly help lower the financial necessity of bagging Silver Lake’s NZ$465 deal, and wouldn’t involve the sale of equity.

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With television deals and ‘bums on seats’ no longer cutting it in terms of revenue, private equity deals appear to be new reality in rugby union. CVC’s deals with the Six Nations, Premiership Rugby Ltd and the PRO14 have set a new standard in the sport, which other stakeholders are surely now likely to follow.

Renowned All Blacks guru Wayne Smith raised eyebrows last week when he said: “We need the money” when asked about the private equity play. “We need to get the capital.” Whatever deals the NZR gets over the line, it’s interesting times ahead.

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Hellhound 1 hour ago
South Africa player ratings | 2024 Autumn Nations Series

There is this thing going around against Siya Kolisi where they don't want him to be known as the best national captain ever, so they strike him down in ratings permanently whenever they can. They want McCaw and reckons he is the best captain ever. I disagree.


Just like they refuse to see SA as the best team and some have even said that should the Boks win a third WC in a row, they will still not be the best team ever. Even if they win every game between now and the WC. That is some serious hate coming SA's way.


Everyone forget how the McCaw AB's intimidated refs, was always on the wrong side, played on the ground etc. Things they would never have gotten away with today. They may have a better win ratio, but SA build depth, not caring about rank inbetween WC's until this year.


They weren't as bad inbetween as people claim, because non e of their losses was big ones and they almost never faced the strongest Bok team outside of the WC, allowing countries like France and Ireland to rise to the top unopposed.


Rassie is still at it, building more depth, getting more young stars into the fold. By the time he leaves (I hope never) he will leave a very strong Bok side for the next 15- 20 years. Not everyone will play for 20 years, but each year Rassie acknowledge the young stars and get them involved and ready for international rugby.


Not everyone will make it to the WC, but those 51/52 players will compete for those spots for the WC. They will deliver their best. The future of the Boks is in very safe hands. The only thing that bothers me is Rassie's health. If he can overcome it, rugby looks dark for the rest of the rugby world. He is already the greatest coach in WR history. By the time he retires, he will be the biggest legend any sport has ever seen

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