Name

All Blacks Experience

Legal name

All Blacks Experience Limited Partnership

Website

https://experienceallblacks.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Sports Heritage Tourism Attraction

NAICS

Amusement and Theme Parks (71311), Amusement Parks and Arcades (7131), Fitness and Recreational Sports Centers (71394)

SIC

Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)

akta.pro primary industry

Adventure Sports & Activity Centers (Paragliding, Surf Schools, Guided Activities) (THAAAAAL)

Keywords

• Rugby tourism experience
• Immersive attraction venue
• Sports heritage tours
• Cultural storytelling experience
• Corporate event venue

Headquarters

HQ city

Auckland

HQ country

New Zealand

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Guided Tour Tickets: Core revenue stream from selling tickets to the 60-minute guided experience with 5 interactive zones. Pricing tiers for adults, children, students, seniors, and families with discounts available.
2. VIP Player Tours: Premium private dining experience combining exclusive 60-minute guided tour with former All Black/Black Fern host, three-course gourmet meal at Metita, and two-hour premium drinks package. Priced at $599 per attendee for groups of 18-23 people.
3. Retail Merchandise: On-site retail store selling official All Blacks and Black Ferns merchandise including jerseys, apparel, souvenirs. Also offers personalized jersey printing services.
4. Corporate and Private Event Hire: Venue hire for corporate events, private celebrations, and kids' birthday parties across multiple spaces (Wainui Room, Step Up Room, Haka Room, Foyer Space) with capacities from 60 to 300 guests.
5. Gift Vouchers: Gift vouchers sold in denominations of $20, $30, $50, and $100, valid for 3 years from purchase. Redeemable for guided tours or retail merchandise.
6. Kids Birthday Party Packages: Private party hire including dedicated party space, host, optional guided tour add-on at 20% discount, and Step Up Zone access at $20 per child.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

All Blacks Experience operates a permanent immersive rugby attraction within Auckland's SkyCity Precinct, offering a 60-minute guided tour across five interactive zones including a multi-sensory 180-degree haka theater, interactive rugby skills zones, and cultural storytelling. Revenue is generated through ticket sales for guided tours, premium VIP player-hosted experiences with dining, school and team group bookings, children's birthday party packages, corporate and private event venue hire, gift vouchers, and on-site retail of official All Blacks and Black Ferns merchandise.

Product overview

The All Blacks Experience is a single immersive attraction venue offering a core guided tour product with multiple add-on experiences and services. The core Guided Tour is a 60-minute interactive experience through 5 zones featuring a multi-sensory haka performance and rugby skills testing. Premium offerings include the VIP Player Tour combining private tours with former player legends and fine dining at Metita. Additional services encompass school and team group programmes, children's birthday party packages, corporate event venue hire (Wainui Room, Step Up Room, Haka Room, Foyer Space), an on-site retail store with official merchandise, and gift vouchers. The attraction is operated as a joint venture between New Zealand Rugby and Ngāi Tahu Tourism, located in Auckland's SkyCity Precinct.

Differentiator

Problem solved

Functional benefit

Products and services

• Guided Tour A 60-minute guided immersive experience through 5 interactive zones featuring a multi-sensory 180-degree haka performance, cultural storytelling about Māori heritage, and an interactive 'Step Up' skills zone where visitors can test their rugby abilities against virtual All Blacks and Black Ferns. Ticketed per person with adult, child, student, senior, and family pricing tiers.
• VIP Player Tour An exclusive 3-hour private tour experience hosted by a former All Black or Black Fern legend, featuring a 60-minute private guided tour followed by a three-course gourmet dining experience at MICHELIN Selected restaurant Metita with a two-hour premium drinks package. Priced at $599 per attendee for groups of 18-23.
• Schools, Teams and Groups Tours Tailored educational programmes for school groups (Years 1-13) and sports teams, featuring rugby tours with team-building elements and discounted group pricing for a minimum of 20 participants.
• Kids Birthday Party Packages Private party packages for children's birthdays at the All Blacks Experience venue, including exclusive use of the Wainui Room for 2 hours at $600, party host, optional guided tour add-on at 20% off, and Step Up Zone access at $20 per child with supervising adults free.
• Gift Vouchers Prepaid gift vouchers available in denominations of $20, $30, $50, and $100, redeemable for guided tours or merchandise at the on-site retail store. Valid for 3 years from purchase date.
• Retail Store New Zealand's largest retail stockist of official All Blacks and Black Ferns merchandise, offering apparel, jerseys, souvenirs, toys, and accessories, including personalization services for jerseys (e.g., Men's/Women's personalized jersey $204).
• Corporate and Private Event Venue Hire Event venue hire service offering multiple spaces (Wainui Room up to 60 guests, Step Up Room up to 250 guests, Haka Room up to 100 guests, Foyer Space up to 300 guests) for corporate functions, gala dinners, product launches, and private celebrations, with SkyCity catering and Streamliner AV support.
• Japanese Translated Tour A guided tour option conducted in Japanese, featuring the same interactive experience as the standard tour with translated commentary, targeted at Japanese-speaking visitors.

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• New Zealand RugbycoreStrategic or Co-development PartnerJoint venture partnership between New Zealand Rugby and Ngāi Tahu Tourism created the All Blacks Experience. NZR brings sporting heritage and authenticity while Ngāi Tahu Tourism provides tourism expertise and Māori cultural depth. Players including Richie McCaw, Ian Kirkpatrick, Tana Umaga, Sarah Hirini, and Ian Jones helped ensure the authenticity of the black jersey representation.
• Ngāi Tahu TourismcoreStrategic or Co-development PartnerSubsidiary of Ngāi Tahu Holdings (governed by Te Rūnanga o Ngāi Tahu) that developed the concept for the experience. Ngāi Tahu Tourism operates nine tourism businesses across New Zealand including Shotover Jet, Franz Josef Glacier Guides, and the Agrodome. Parent company is the principal commercial entity of Te Rūnanga o Ngāi Tahu, the iwi's governing body.
• SkyCitycoreStrategic or Co-development PartnerVenue host providing the physical location within the SkyCity Entertainment Precinct in Auckland. SkyCity provides catering services for corporate events through their in-house team and hosts the Metita restaurant (MICHELIN Selected) where VIP Player Tour dining takes place.
• Metita RestaurantcoreOthersMICHELIN Selected restaurant at The Grand by SkyCity, operated by renowned Chef Michael Meredith. Venue for VIP Player Tour three-course gourmet dining experience. Awarded Metro's Best New Restaurant, Viva Top 60, and a hat at Cuisine Good Food Awards 2024/2025.
• Ministry of Education (Enriching Local Curriculum)minorOthersOfficial Ministry of Education provider for the Enriching Local Curriculum (ELC) programme, enabling schools to use All Blacks Experience visits as part of their curriculum-aligned educational outings for students in Years 1-13.
• Weta Workshop UnleashedminorGTM or Marketing PartnerNeighboring attraction within SkyCity accessible via airbridge from All Blacks Experience. Five-time Academy Award-winning film effects company offering immersive walk-through experiences. Cross-promotional relationship with nearby attractions.

Scale indicators4 records

Recent moves1 record

Expansion highlights5 records

Direct peers

• Agrodome: Sibling attraction within the Ngāi Tahu Tourism portfolio, offering guided tours, live shows, and interactive experiences in Rotorua. Shares the parent company's customer base, marketing channels, and tourism-trade relationships, and offers a blueprint for cross-selling within the portfolio.
• Weta Workshop Unleashed: Immersive walk-through attraction located in the same SkyCity Precinct, accessible via airbridge from All Blacks Experience. Operates an analogous paid-admission, themed interactive experience model targeting the same tourist and family segments in Auckland CBD.
• International Rugby Experience: Rugby-themed immersive attraction in Limerick, Ireland, offering guided tours and interactive rugby experiences. The most directly comparable sports-themed experience centre globally, sharing similar guided-tour format, sports heritage storytelling, and visitor demographics.
• World Rugby Museum (Twickenham): Rugby heritage museum and guided tour experience at Twickenham Stadium. Closest global analogue in the rugby-attraction category, combining stadium tours with sports storytelling, memorabilia, and interactive elements.

Regional players

• Waitangi Treaty Grounds: Major Northland cultural heritage attraction offering guided experiences and Māori cultural storytelling. Competes for the same cultural-tourist segment and school-group bookings but is geographically distant and outside the Auckland CBD day-trip catchment.
• Eden Park Stadium Tours: Auckland-based stadium offering guided tours of New Zealand's national rugby venue. Closest same-city sports-tourism competitor, sharing the rugby-attraction audience and school-group market, but lacks the immersive digital/interactive layer of the All Blacks Experience.

Broad incumbents

• Madame Tussauds: Global chain of paid-admission themed attractions combining immersive experiences, interactive zones, and on-site retail. Demonstrates the commercial playbook for scaling themed attraction concepts across global tourist markets.
• Te Papa Tongarewa: New Zealand's national museum in Wellington, offering immersive cultural and heritage experiences. Competes for the same cultural-tourist and school-group audiences with similar Māori heritage storytelling, though at much larger scale and with broader thematic scope.
• NFL Experience: American football-themed interactive fan experiences combining heritage storytelling, skills challenges, and digital interactivity. Analogous sports-attraction model with similar premium VIP and group-event monetisation levers.
• Hobbiton Movie Set Tours: Iconic New Zealand themed tourism attraction with paid guided tours. Comparable in being a paid, themed, experience-led attraction drawing on iconic New Zealand IP, but operating a movie-set tour model rather than a sports/cultural interactive format.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/experiencetheallblacks
• LinkedInlinkedin.com/company/all-blacks-experience

Revenue estimate

Valuation estimate

Number of profiles

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 All Blacks Experience