All Blacks

What All Blacks does

All Blacks is the commercial brand operated by NZ Rugby Commercial LP, a wholly-owned subsidiary of New Zealand Rugby Union Incorporated, headquartered in Wellington, New Zealand. The entity commercializes the intellectual property of New Zealand's national rugby teams — the men's All Blacks (founded 1902) and women's Black Ferns — across a global fan base. Core revenue streams include match tickets, official merchandise sold via allblackshop.com, streaming subscriptions through the All Blacks Pass, premium travel and hospitality packages, and the All Blacks Experience, an immersive attraction operated at the SkyCity Auckland precinct.

The business model operates as a multi-channel sports IP monetization platform. The digital ecosystem centers on allblacks.com (operated by technology partner Deltatre / Dice Technology Ltd), a mobile app, dedicated e-commerce, and travel/hospitality services. Commercial partnerships span tiered categories: Major Global Partner (Altrad), Platinum (Adidas as kit supplier, Gallagher Insurance, Toyota), Global, Regional, Competition, and Suppliers — covering categories from financial software (Xero) and health insurance (Bupa) to apparel, automotive, logistics (DHL), and beverages (Steinlager). Performance technology includes STATSports GPS tracking deployed across senior teams.

Customer segments split between a global consumer fan base (B2C — match attendees, merchandise buyers, streaming subscribers, and All Blacks Experience visitors across New Zealand, South Africa, Ireland, and the United States) and B2B corporate partners/sponsors. Heritage assets — 130+ years of rugby history, the silver fern trademark, the haka tradition, three Rugby World Cup men's titles, six Black Ferns titles, and a 52-Test unbeaten streak at Eden Park — function as primary brand differentiators anchoring pricing power across ticket, merchandise, and sponsorship categories.

Name

All Blacks

Legal name

New Zealand Rugby Commercial LP

Website

https://allblacks.com

Company type

Private

Founded year

1902

Operating status

Operating

Short description

NZ Rugby Commercial LP operates the commercial business for New Zealand's national rugby teams, monetizing tickets, official merchandise, streaming subscriptions, travel/hospitality, and the All Blacks Experience across a global fan base and diversified corporate partner network.

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Sporting Goods Retailers (459110)

SIC

Retail-Apparel & Accessory Stores (5600), Retail-Family Clothing Stores (5651)

akta.pro primary industry

Rugby (Union & League) Leagues (MPAKAAAG)

akta.pro secondary industries

Team Sports Matches (Club & National) (MPAGAMAB), Athlete & Team Sponsorship Deals (Official Partners, Jersey/Kit Sponsors) (MPAKALAA), Hospitality, VIP & Experiential Sponsorship (Suites, Fan Zones, On-Site Activations) (MPAKALAH), Fan Apparel & Wearables Retail (Licensed) (CRAMAOAE), Team Sports & On-Field Performance Apparel (CRAAAEAE)

Keywords

• Professional rugby events
• Rugby merchandise retail
• Match ticketing services
• Sports hospitality experiences
• Rugby video streaming

Headquarters

HQ city

Wellington

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Ticket Sales: Revenue from match tickets for All Blacks and Black Ferns home games at venues including Eden Park, Auckland and other locations. Includes general admission and hospitality packages.
2. Merchandise Sales: Sale of official All Blacks and Black Ferns merchandise including jerseys (home, away, training), kids apparel, accessories, and collectibles through the allblackshop.com e-commerce platform.
3. Streaming Subscriptions: Subscription-based access to premium video content including match replays, behind-the-scenes footage (Behind the Fern series), and exclusive content through the All Blacks and Black Ferns Rugby app and website.
4. Travel and Hospitality: Official All Blacks and Black Ferns Travel and Hospitality experiences including match packages, hospitality lounges, and travel arrangements for fans globally.
5. All Blacks Experience: Immersive interactive experience attraction located at Auckland's SkyCity precinct offering tours and tickets for fans to engage with All Blacks legacy and culture.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

All Blacks, operated by New Zealand Rugby Commercial LP, is the commercial arm of New Zealand's national rugby teams (All Blacks men's and Black Ferns women's). The organization sells match tickets for international rugby fixtures, official merchandise through its e-commerce platform, subscription-based streaming content, and travel/hospitality packages for fans. It also operates the All Blacks Experience, an immersive attraction at Auckland's SkyCity precinct showcasing New Zealand rugby heritage.

Product overview

The All Blacks digital ecosystem is a multi-platform portfolio comprising the official website (allblacks.com) as the central hub for news, fixtures, results, and team information; the All Blacks Experience immersive attraction in Auckland; the All Blacks & Black Ferns Shop for official merchandise; All Blacks & Black Ferns Travel & Hospitality for ticketing and travel services; the Behind the Fern documentary series; Match Centre for live match tracking; and the All Blacks & Black Ferns mobile app for on-the-go content access.

Differentiator

Problem solved

Functional benefit

Brands

• All Blacks Experience: Immersive interactive experience in Auckland's SkyCity precinct showcasing New Zealand rugby history and legacy
• Behind the Fern
• Rugby's Greatest Rivalry Tour

Products and services

• All Blacks Official Website

Named customers1 record

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered major global partner, official partner, official platinum partner, global partner, regional partner, competition partner, supporters & suppliers and core.

• Altradmajor global partnerGTM or Marketing PartnerAltrad is the Major Global Partner of All Blacks and Black Ferns. Altrad is a French multinational company specializing in construction equipment and services.
• Adidasofficial partnerGTM or Marketing PartnerAdidas is the Official Partner and kit supplier for All Blacks and Black Ferns, providing official match and training apparel.
• Gallagher Insuranceofficial platinum partnerGTM or Marketing PartnerGallagher Insurance is an Official Platinum Partner providing insurance services and sponsorship support.
• Toyotaofficial platinum partnerGTM or Marketing PartnerToyota is an Official Platinum Partner, providing vehicles and automotive sponsorship.
• Bupaglobal partnerGTM or Marketing PartnerBupa is a Global Partner, providing health and insurance services as part of the sponsorship portfolio.
• Taisho Pharmaceuticalglobal partnerGTM or Marketing PartnerTaisho Pharmaceutical is a Global Partner, Japanese pharmaceutical company supporting the team.
• Tudorglobal partnerGTM or Marketing PartnerTudor is a Global Partner, Swiss watch manufacturer providing timepieces and sponsorship.
• Xeroglobal partnerGTM or Marketing PartnerXero is a Global Partner, New Zealand-based accounting software company.
• Mitsui Fudosanregional partnerGTM or Marketing PartnerMitsui Fudosan is a Regional Partner, Japanese real estate company with regional sponsorship presence.
• Steinlagerregional partnerGTM or Marketing PartnerSteinlager is a Regional Partner, New Zealand beer brand with long-standing rugby association.
• Ray Whiteregional partnerGTM or Marketing PartnerRay White is a Regional Partner, Australian/New Zealand real estate agency group.
• DHLcompetition partnerGTM or Marketing PartnerDHL is a Competition Partner providing logistics and shipping services for competitions.
• Skycompetition partnerGTM or Marketing PartnerSky is a Competition Partner, New Zealand broadcaster with long-standing relationship for match coverage.
• Cadburysupporters & suppliersGTM or Marketing PartnerCadbury is a Supporters & Suppliers partner, providing confectionery products.
• Gilbertsupporters & suppliersGTM or Marketing PartnerGilbert is a Supporters & Suppliers partner, providing rugby balls and equipment.
• Poweradesupporters & suppliersGTM or Marketing PartnerPowerade is a Supporters & Suppliers partner, providing sports beverages.
• STATSportssupporters & suppliersTechnology or IntegrationSTATSports is a Supporters & Suppliers partner providing GPS and performance tracking technology for player monitoring.
• YETIsupporters & suppliersGTM or Marketing PartnerYETI is a Supporters & Suppliers partner, providing outdoor and lifestyle products.
• Deltatre (Dice Technology Ltd)coreTechnology or IntegrationDeltatre (operating as Dice Technology Ltd) owns and operates the allblacks.com platform under agreement with NZRC. They provide streaming, payment processing, and website technology services.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Others

• World Rugby: Global governing body for rugby union. Comparable as the organizer of the Rugby World Cup (the All Blacks and Black Ferns' primary competition platform) and the regulator of international rugby's commercial and broadcasting framework.

Direct peers

• Scottish Rugby Union (Scotland Rugby): Governing body for rugby union in Scotland operating the Scotland men's national team. Comparable as a Tier 1 Six Nations national rugby team with Murrayfield-based match operations and a similar mix of sponsorship, ticketing, and merchandise revenue.
• Fédération Française de Rugby (France Rugby): National governing body operating the France men's rugby team (Les Bleus). Comparable as a Tier 1 Six Nations national rugby team with significant Stade de France-based ticketing, major sponsorship (Nike, Société Générale), and global merchandise operations.
• Rugby Australia (Wallabies): Governing body for rugby union in Australia operating the Wallabies. Comparable as a Tier 1 southern-hemisphere national rugby team with similar commercial structure (sponsorship tiers, apparel partner, official merchandise) and direct competition for rugby audiences in the Pacific region.
• Unión Argentina de Rugby (UAR): National governing body for rugby union in Argentina operating the Pumas. Comparable as a southern-hemisphere Tier 1 national rugby team with growing global brand presence, premium sponsorship (Tigo), and apparel partnerships.
• Irish Rugby Football Union (Ireland Rugby): Operates the Ireland men's national rugby team, currently ranked #1 in world rugby. Directly comparable as a Tier 1 northern-hemisphere national rugby team with similar match-day, sponsorship, and merchandise revenue architecture.
• Welsh Rugby Union (Wales Rugby): Governing body operating the Wales men's national rugby team. Comparable as a Tier 1 Six Nations national rugby union team with similar Principality Stadium-based premium hospitality and merchandise operations.
• South Africa Rugby Union (Springboks): Operator of the Springboks, South Africa's national rugby union team and the All Blacks' most historic rival. Directly comparable as a flagship men's national rugby team with multi-World-Cup pedigree, global sponsorship portfolio, and premium ticketing/merchandise operations.
• Rugby Football Union (England Rugby): Governing body that operates the England men's national rugby team. Comparable as a Tier 1 national rugby union team with major Twickenham-based match operations, premium sponsorship (O2, etc.), official merchandise, and content/streaming offerings.

Broad incumbents

• British & Irish Lions: Combined select side from England, Ireland, Scotland, and Wales that tours every four years. Comparable as a flagship rugby touring brand with massive ticket, hospitality, and merchandise revenue cycles, and a similar commercial structure to the All Blacks' Greatest Rivalry Tour.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/AllBlacksXV
• YouTubeyoutube.com/channel/UCJtlNDE9ISXmpqLK4wTC5yQ
• Facebookfacebook.com/AllBlacks
• Instagraminstagram.com/allblacks
• TikToktiktok.com/@allblacks

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 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 All Blacks