Highlanders Rugby Club

What Highlanders Rugby Club does

The Highlanders Rugby Club Limited Partnership is a professional rugby franchise founded in 1996, competing in the Super Rugby Pacific competition as one of five New Zealand franchises. The club represents the southern region of New Zealand, encompassing the Otago, Southland, and North Otago provinces, with Forsyth Barr Stadium in Dunedin serving as its home venue. It operates a multi-tier rugby structure including the senior Super Rugby team, an Under 20s side, the Matatū women's team, and a Bravehearts Development XV, alongside the John Jones Steel High Performance Programme that develops players from club rugby through to professional contracts. The club is led by CEO Roger Clark and Head Coach Jamie Joseph, with Greg O'Brien as General Manager of Rugby (a 30-year continuous employee since the club's founding year).

The franchise generates revenue through five primary streams: match ticket sales distributed via Ticketek NZ, annual club memberships with multiple subscription tiers, merchandise sales through an owned online storefront (shop.nzsuperrugbyclubs.co.nz/highlanders), sponsorship and commercial partnerships (with SBS Bank as Front of Jersey Partner and a broad portfolio spanning Speights, Pulse Energy, University of Otago, John Jones Steel, Bayleys, Salvation Army, Classic Clothing, Breen Construction, Delivereasy, SKYCITY, and national competition sponsors), and broadcasting rights through Sky Sport. The organization manages approximately 40+ commercial, technology, and supplier partnerships across GTM, strategic co-development, technology integration, and channel reseller categories. Under commercial management of Mike Kerr and marketing leadership of Amanda Gould, the club runs active membership, ticketing, and merchandise funnels alongside event-based fan engagement at Forsyth Barr Stadium.

The technology stack is conventional for a professional sports franchise: STAT Sport provides player tracking and performance analysis, Braze handles email marketing automation (hosted at cloud.thehighlanders.co.nz), Google Analytics tracks website traffic, and Firebrand developed the official website. The club does not disclose financial figures publicly. Notable operational capabilities include the High Performance Programme talent pipeline (producing players such as Lucas Casey, Jack Taylor, Cameron Millar), a co-designed 30-Year Celebration Jersey with apparel partner Classic Clothing launched in November 2025, multi-year commercial partnerships with SKYCITY (December 2025) and Lone Star Dunedin (November 2025), and the 2026 launch of the NZ Rugby Super Rugby Development Programme featuring the Highlanders in five fixtures against rival development sides.

Name

Highlanders Rugby Club

Legal name

Highlanders Rugby Club Limited Partnership

Website

https://thehighlanders.co.nz

Company type

Private

Founded year

1996

Operating status

Operating

Headcount range

11–50 employees

Short description

The Highlanders Rugby Club is a professional rugby franchise competing in Super Rugby Pacific, representing New Zealand's southern Otago, Southland, and North Otago provinces. It generates revenue through ticket sales, memberships, merchandise, sponsorships, and broadcasting rights.

Ownership category

akta.pro rank

Product category

Professional Rugby

NAICS

Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Rugby (Union & League) Leagues (MPAKAAAG)

akta.pro secondary industry

Club Sports Programs (EDALAIAB)

Keywords

• Professional rugby team
• Super Rugby competition
• Rugby merchandise sales
• Match day tickets
• Rugby club membership

Headquarters

HQ city

Dunedin

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Ticket Sales: Revenue from selling tickets to Super Rugby Pacific home games at Forsyth Barr Stadium via Ticketek NZ ticketing platform.
2. Club Memberships: Annual memberships offering access to games, clubrooms, and exclusive benefits. Multiple package tiers available.
3. Merchandise Sales: Online shop selling jerseys, apparel, and memorabilia including limited edition and heritage jerseys.
4. Sponsorship and Commercial Partnerships: Multiple partnership tiers including Front of Jersey Partner (SBS Bank), Major Brand Partners (Speights, Pulse Energy, University of Otago, John Jones Steel, Bayleys, Salvation Army, Classic Clothing, Breen Construction, Delivereasy, BB&S, Stellar Recruitment, SKYCITY), Competition Sponsors (DHL), National Partners (KFC, Sky, Powerade, Chemist Warehouse, SWYFTX), Media Partners, and various other partner categories.
5. Broadcasting Rights: Television and streaming rights through Sky Sport for Super Rugby Pacific competition coverage in New Zealand.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Highlanders Rugby Club is a professional rugby team based in New Zealand's South Island that competes in Super Rugby Pacific. The club sells match tickets, memberships, and merchandise to individual fans and supporters, and generates additional revenue through sponsorships and broadcasting rights.

Product overview

Highlanders Rugby Club is a professional rugby organisation competing in Super Rugby Pacific. The core offering is the Highlanders Super Rugby team representing the southern New Zealand region. The club operates a multi-tier structure including the Super Rugby team, Under 20s development side, Matatū women's team, and Bravehearts Development XV. Supporting products include Club Memberships (season packages with ticket access and member benefits), match tickets sold via Ticketek, and an official merchandise store. The High Performance Programme, including the John Jones Steel pathway initiative, develops players from club rugby through to professional ranks.

Differentiator

Problem solved

Functional benefit

Products and services

• Super Rugby Match Tickets
• Club Membership
• Team Merchandise
• Corporate Sponsorship Packages

Quantifiable outcome

• Lucas Casey won 2026 Highlanders Rookie of the Year after rising from club rugby to professional contract.
• +2 more outcomes

Named customers1 record

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

47 partnerships are on record, tiered flagship, core and minor.

• SBS BankflagshipGTM or Marketing PartnerOfficial Front of Jersey Partner - the primary and most prominent sponsorship position on the Highlanders playing jersey.
• SpeightscoreGTM or Marketing PartnerMajor Brand Partner - one of the key commercial partners with significant brand presence including Speights tavern at Forsyth Barr Stadium.
• Pulse EnergycoreGTM or Marketing PartnerMajor Brand Partner - energy provider sponsoring the Highlanders.
• University of OtagocoreStrategic or Co-development PartnerMajor Brand Partner - educational institution with close ties including hosting awards events at the University of Otago Business School and identifying talent through regional programmes.
• John Jones SteelcoreStrategic or Co-development PartnerMajor Brand Partner and namesake of the annual Highlanders Awards evening. John Jones Steel High Performance Programme has produced multiple current squad members including Jack Taylor and Cameron Millar.
• BayleyscoreGTM or Marketing PartnerMajor Brand Partner - real estate company and long-standing commercial supporter.
• Salvation ArmycoreOthersMajor Brand Partner - proceeds from limited edition Fijian Drua match jerseys auctioned to support Salvation Army work in Fiji.
• Classic ClothingcoreGTM or Marketing PartnerMajor Brand Partner and apparel sponsor - co-designed the 30-year celebration jersey for 2026 season.
• Breen ConstructioncoreGTM or Marketing PartnerMajor Brand Partner with Regional Roady programme bringing Highlanders experiences to communities across the southern region.
• DelivereasycoreGTM or Marketing PartnerMajor Brand Partner - delivery service sponsor with Kids Free initiatives at home games.
• BB&SminorGTM or Marketing PartnerBrand partner supporting the Highlanders.
• Stellar RecruitmentminorGTM or Marketing PartnerBrand partner and recruitment company supporting the Highlanders.
• SKYCITYcoreGTM or Marketing PartnerMajor Brand Partner with multi-year partnership as official entertainment partner to all five NZ Super Rugby clubs including the Highlanders.
• DHLcoreGTM or Marketing PartnerCompetition Sponsor for Super Rugby Pacific - the official logistics and shipping partner of the competition.
• KFCminorGTM or Marketing PartnerNational Partner - fast food chain with sponsorship across the competition.
• SkyminorGTM or Marketing PartnerNational Partner - broadcaster of Super Rugby Pacific matches in New Zealand.
• PowerademinorGTM or Marketing PartnerNational Partner - sports beverage supplier.
• Chemist WarehouseminorGTM or Marketing PartnerNational Partner - pharmacy chain.
• SWYFTXminorGTM or Marketing PartnerNational Partner - cryptocurrency exchange platform.
• The BreezeminorGTM or Marketing PartnerMedia Partner - radio station in Dunedin broadcasting club content.
• Go MediaminorGTM or Marketing PartnerMedia Partner - outdoor advertising company.
• Otago Daily TimesminorGTM or Marketing PartnerMedia Partner - regional newspaper providing coverage of Highlanders news.
• TicketekcoreChannel Partner/ Reseller/ DistributorOfficial ticketing agent for Highlanders games - the primary platform for ticket sales to home matches.
• Lone Star DunedinminorGTM or Marketing PartnerAssociate Partner - restaurant partnership announced in November 2025 to celebrate Southern Spirit. United by shared values of loyalty, teamwork, and community spirit. A place where Highlanders people can gather and enjoy hospitality.
• SkyCitycoreStrategic or Co-development PartnerOfficial entertainment partner to all five NZ Super Rugby teams (Blues, Chiefs, Hurricanes, Crusaders, Highlanders). Multi-year partnership announced December 2025 to introduce new entertainment initiatives enhancing matchdays and fan engagement nationwide.
• Temuka TransportminorGTM or Marketing PartnerHighlanders Partner supporting club operations.
• Isaac ConstructionminorGTM or Marketing PartnerHighlanders Partner construction company.
• KIA DunedinminorGTM or Marketing PartnerHighlanders Partner - automotive dealer providing vehicle support including player signing photos.
• FujiFilmminorGTM or Marketing PartnerAssociate Partner - imaging and photography equipment.
• Victoria HotelminorGTM or Marketing PartnerAssociate Partner - accommodation provider in Dunedin.
• LesMillsminorGTM or Marketing PartnerAssociate Partner - fitness club chain in Dunedin.
• USL MedicalminorGTM or Marketing PartnerAssociate Partner - medical and healthcare supplies.
• ImpaktminorGTM or Marketing PartnerAssociate Partner.
• Dunedin DentalminorGTM or Marketing PartnerAssociate Partner - dental services provider.
• AMS (Always Made Special)minorGTM or Marketing PartnerAssociate Partner - promotional apparel and merchandise.
• SignbizminorGTM or Marketing PartnerHigh Performance Partner - signage and display solutions.
• Brent Lucas BuildersminorGTM or Marketing PartnerHigh Performance Partner - construction company.
• Impact Roofing & PlumbingminorGTM or Marketing PartnerHigh Performance Partner.
• Otago Painting SolutionsminorGTM or Marketing PartnerHigh Performance Partner.
• ITM DunedinminorGTM or Marketing PartnerHigh Performance Partner - building supplies.
• JJ LtdminorGTM or Marketing PartnerHigh Performance Partner.
• Fully PromotedminorGTM or Marketing PartnerTeam Supplier - promotional products and team apparel.
• Moda DesignminorGTM or Marketing PartnerTeam Supplier - design services.
• Bloke BarbersminorGTM or Marketing PartnerTeam Supplier - barber services for players.
• OUSA (Otago University Students Association)minorGTM or Marketing PartnerTeam Supplier.
• Strawberry SoundminorGTM or Marketing PartnerTeam Supplier - audio and sound services.
• St Clair Golf ClubminorGTM or Marketing PartnerTeam Supplier - golf club partnership.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• DHL Stormers: Cape Town-based United Rugby Championship franchise. Operates a comparable professional rugby team business model (ticketing, memberships, sponsorship, merchandise, broadcasting) with DHL as its naming sponsor — same as the Super Rugby Pacific competition naming partner.
• NSW Waratahs: Sydney-based Super Rugby Pacific franchise. Operates the same league-and-team business model but is part of Rugby Australia's broader portfolio, drawing on a much larger metropolitan market than the Highlanders.
• ACT Brumbies: Canberra-based Super Rugby Pacific franchise. Comparable professional rugby franchise with ticketing, membership, sponsorship, and merchandise revenue streams, operating under Rugby Australia rather than NZ Rugby.
• Queensland Reds: Brisbane-based Super Rugby Pacific franchise operating in the same trans-Tasman competition. Comparable in operating model (ticketing, memberships, sponsorship, merchandise) but governed under Rugby Australia rather than NZ Rugby.

Direct peers

• Fijian Drua: Fiji-based Super Rugby Pacific franchise, also a relatively newer entrant (joined 2022) alongside Moana Pasifika. Shares the same competition and broadcasting/merchandise ecosystem as the Highlanders, including the limited-edition Fijian Drua match jersey collaboration cited in the Highlanders' product launches.
• Crusaders: Christchurch-based New Zealand Super Rugby Pacific franchise, the most successful team in the competition's history. Operates with the same Super Rugby Pacific revenue architecture and NZ Rugby alignment as the Highlanders.
• Blues: One of the five New Zealand Super Rugby Pacific franchises, based in Auckland. The Blues share the same competition, broadcasting partner (Sky Sport), ticketing platform (Ticketek), and revenue model (tickets, memberships, merchandise, sponsorships, broadcasting rights), making them the closest direct peer to the Highlanders.
• Moana Pasifika: Auckland-based Pacific franchise in Super Rugby Pacific, also a relatively newer entrant (joined 2022). Shares the same league structure, ticketing infrastructure, and revenue model as the Highlanders.
• Chiefs: Hamilton-based New Zealand Super Rugby Pacific franchise competing in the same league and competition structure. Operates with an identical revenue model across tickets, memberships, merchandise, sponsorships, and Sky Sport broadcasting rights.
• Hurricanes: Wellington-based New Zealand Super Rugby Pacific franchise. Operates with the same league structure, ticketing platform (Ticketek), broadcasting relationship (Sky Sport), and merchandise/sponsorship revenue streams as the Highlanders.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Highlanders
• YouTubeyoutube.com/user/thehighlandersrugby
• Facebookfacebook.com/HighlandersFB
• LinkedInlinkedin.com/company/the-highlanders
• Instagraminstagram.com/highlandersteam

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Highlanders Rugby Club