Air New Zealand and the New Zealand Rugby Union announced today they have agreed to a new three-year sponsorship and commercial partnership until the end of 2011.
The new contract includes continued sponsorship of the All Blacks, Rebel Sport Super 14 (the New Zealand franchises and tournament), the Air New Zealand Cup and the New Zealand Sevens team.
“Air New Zealand is committed to New Zealand rugby at every level from grass roots to the All Blacks,” says Air New Zealand General Manager Marketing Steve Bayliss.
“Air New Zealand’s involvement in New Zealand rugby extends back many years. We have been a sponsor of the National Provincial Competition since 1994, Super Rugby since its inception in 1996 and the All Blacks since 1998.
“There will be some changes in the next phase of the partnership consistent with the evolution of Air New Zealand’s overall sponsorship strategy, which has moved well beyond simple branding into more creative initiatives that are participative and engage with our customers.”
While remaining a sponsor of the Air New Zealand Cup through until the end of the 2011 season, Air New Zealand will not retain the naming rights from 2010. Similarly, while remaining a sponsor of the New Zealand Sevens team, from March 2009 the Air New Zealand branding will not appear on the team apparel.
The core aspects of the partnership, around the All Blacks, Rebel Sport Super 14, NZRU National teams and competitions remain unchanged.
“In the current economic climate our sponsorships must also work harder for us and deliver robust commercial benefits, helping drive revenue and enhance customer loyalty. We are very confident our association with rugby will continue to do this.”
NZRU CEO Steve Tew said all of rugby had cause to be grateful for Air New Zealand’s continuing support of rugby across the country and at all levels.
“Air New Zealand has been a long-term and loyal partner of rugby and we are delighted to be extending that relationship again.
“The All Blacks and Air New Zealand are both iconic brands that represent New Zealand abroad so there is a natural alignment internationally, while at home Air New Zealand’s fanatical support and service of our teams and tournaments through their national network make for a perfect fit.”
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