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Report: NZR in talks with Amazon over $20m All Blacks jersey deal

(Photo by Hannah Peters/Getty Images)

New Zealand Rugby [NZR] are reportedly in talks with Amazon, the world’s richest company, over a sponsorship deal with the All Blacks worth $20m per year.

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According to a report from the New Zealand Herald, NZR have been in negotiations with the American tech giant for months about the possibility of replacing AIG as the front jersey sponsor for the All Blacks.

AIG, the US insurance group, have been the main jersey sponsor of the All Blacks since 2012, but their current deal with NZR, thought to be worth $12m per annum, is set to expire this year.

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The Herald reports that it’s unknown whether Amazon are viewed as the preferred successors to AIG as the All Blacks’ primary jersey sponsors, but such a deal is believed would be the biggest jersey sponsorship in the history of rugby.

Worth an estimated US$386b, Amazon started out as an online book-selling company in 1994 before eventually branching out into e-commerce, cloud computing, digital streaming and artificial intelligence.

However, despite being one of the biggest and most recognisable names in the corporate world, it’s believed Amazon wouldn’t have the name of its company at the front of the All Blacks’ playing jersey if a deal is struck.

Instead, the Herald indicates Amazon will look to use the jersey to promote its The Climate Pledge initiative, a pact first announced by the company’s multi-billionaire owner and founder Jeff Bezos in 2019.

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The initiative is aimed at holding signatories – which includes major corporations such as Microsoft and Mercedez Benz – accountable to achieving the goals set out by the Paris climate agreement a decade earlier than expected.

News of Amazon’s interest in sponsoring the All Blacks comes after it was reported last month that British petrochemical firm Ineos are set to sponsor the back of the All Blacks’ playing shorts.

The New Zealand Herald reported in June that Ineos and NZR “have all but reached terms” in an agreement worth between $5m and $8m per year.

Should both deals with Amazon and Ineos come to fruition, NZR would generate a collective total of $25m-$28m per year, if the reported figures are accurate.

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According to the Herald, the diversification of sponsorship on the All Blacks’ playing and training kits is a significant revenue-generating goal of NZR’s after AIG purchased the front-of-jersey, back-of-shorts and training kit sponsorship rights nine years ago.

Amazon have previously dabbled in the business of rugby, as the US firm bought the rights to broadcast last year’s Autumn Nations Cup, while they also produced the All or Nothing documentary series with the All Blacks in 2017.

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T
Tom 5 hours ago
What is the future of rugby in 2025?

Briiiiiiiiiiiiiiiistol! Briiiiiiiiiiiiiiiistol! Briiiiiiiiiiiiiiiistol!


It's incredible to see the boys playing like this. Back to the form that saw them finish on top of the regular season and beat Toulon to win the challenge cup. Ibitoye and Ravouvou doing a cracking Piutau/Radradra impression.


It's abundantly clear that Borthwick and Wigglesworth need to transform the England attack and incorporate some of the Bears way. Unfortunately until the Bears are competing in Europe, the old criticisms will still be used.. we failed to fire any punches against La Rochelle and Leinster which goes to show there is still work to do but both those sides are packed full of elite players so it's not the fairest comparison to expect Bristol to compete with them. I feel Bristol are on the way up though and the best is yet to come. Tom Jordan next year is going to be obscene.


Test rugby is obviously a different beast and does Borthwick have enough time with the players to develop the level of skill the Bears plays have? Even if he wanted to? We should definitely be able to see some progress, Scotland have certainly managed it. England aren't going to start throwing the ball around like that but England's attack looks prehistoric by comparison, I hope they take some inspiration from the clarity and freedom of expression shown by the Bears (and Scotland - who keep beating us, by the way!). Bristol have the best attack in the premiership, it'd be mad for England to ignore it because it doesn't fit with the Borthwick and Wigglesworth idea of how test rugby should be played. You gotta use what is available to you. Sadly I think England will try reluctantly to incorporate some of these ideas and end up even more confused and lacking identity than ever. At the moment England have two teams, they have 14 players and Marcus Smith. Marcus sticks out as a sore thumb in a team coached to play in a manner ideologically opposed to the way he plays rugby, does the Bears factor confuse matters further? I just have no confidence in Borthers and Wiggles.


Crazy to see the Prem with more ball in play than SR!

7 Go to comments
J
JW 9 hours ago
Does South Africa have a future in European competition?

In another recent article I tried to argue for a few key concept changes for EPCR which I think could light the game up in the North.


First, I can't remember who pointed out the obvious elephant in the room (a SA'n poster?), it's a terrible time to play rugby in the NH, and especially your pinnacle tournament. It's been terrible watching with seemingly all the games I wanted to watch being in the dark, hardly able to see what was going on. The Aviva was the only stadium I saw that had lights that could handle the miserable rain. If the global appeal is there, they could do a lot better having day games.


They other primary idea I thuoght would benefit EPCR most, was more content. The Prem could do with it and the Top14 could do with something more important than their own league, so they aren't under so much pressure to sell games. The quality over quantity approach.


Trim it down to two 16 team EPCR competitions, and introduce a third for playing amongst the T2 sides, or the bottom clubs in each league should simply be working on being better during the EPCR.


Champions Cup is made up of league best 15 teams, + 1, the Challenge Cup winner. Without a reason not to, I'd distribute it evenly based on each leauge, dividing into thirds and rounded up, 6 URC 5 Top14 4 English. Each winner (all four) is #1 rank and I'd have a seeding round or two for the other 12 to determine their own brackets for 2nd, 3rd, and 4th. I'd then hold a 6 game pool, home and away, with consecutive of each for those games that involve SA'n teams. Preferrably I'd have a regional thing were all SA'n teams were in the same pool but that's a bit complex for this simple idea.


That pool round further finalises the seeding for knockout round of 16. So #1 pool has essentially duked it out for finals seeding already (better venue planning), and to see who they go up against 16, 15,etc etc. Actually I think I might prefer a single pool round for seeding, and introduce the home and away for Ro16, quarters, and semis (stuffs up venue hire). General idea to produce the most competitive matches possible until the random knockout phase, and fix the random lottery of which two teams get ranked higher after pool play, and also keep the system identical for the Challenge Cup so everthing is succinct. Top T2 side promoted from last year to make 16 in Challenge Cup

207 Go to comments
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