New Zealand Rugby and AIG

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New Zealand Rugby and AIG

• Commercial Partnership Award
• Sport New Zealand
• Todd Barberel
• Senior Marketing and Sponsorship Manager

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The challenge

• Increased revenue for NZ Rugby
• build cash reserves, improve rugby's
  financial security
• Strong and loyal sponsorship portfolio
• Global partnership opportunity
• Support adidas as Principal Partner
• Grow New Zealand rugby brand overseas to reach
  more fans.

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The challenge

• Exposure
• Could we provide the partner with sufficient
  brand exposure in key markets?
• Playing calendar
• All Blacks play a limited and defined number of
  matches a year
• Value
• Could we secure sufficient value to justify sale
  of key brand properties?

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Solutions

• Rebranding
• New Zealand Sevens All Blacks Sevens
• New Zealand Maori Maori All Blacks
• Portfolio
• Reduced reliance on All Blacks through use of
  national team portfolio

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Prospect Criteria

• Reputable and known brand
• Shared values
• Global reach into established and emerging rugby
  markets
• Ability and commitment to leverage
• No conflicts with existing portfolio.

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Barriers

• Timing
• April to October
• Logistics
• Rebranding teams and delivering on benefits
• Partner risk
• adidas Principal Partner of New Zealand Rugby
• Reputation
• All Blacks jersey

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Critical to success

• Clear understanding of objectives
• Re-brand / launch, internal staff engagement,
  digital platform
• Re-prioritisation of opportunities
• Negotiations communication strategy
• Management of July leak
• Getting story right good for all rugby
• Stakeholder and influencer strategy
• Launch event
• Players
• Sponsors - adidas presence and status reinforced
• Media education and exposure

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Turning negatives into positives

• Sponsor's logo helps black jersey to survive
• NZRU breaks with tradition by agreeing AIG
  jersey sponsorship
• ABs jersey change could 'backfire' for AIG
• NZRU sells AIG space on famous All Blacks
  jersey, braces for fan backlash

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The fruits

• No fan backlash reputation protected
• 64 against Oct, now 71 support
• AIG brand exposure
• Consumer recognition
• 46 could name AIG as sponsor
• Two of the most valuable rugby sponsorships in
  world
• Global reach for AIG and NZ Rugby.

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The partnership

• Comprehensive multi-layered engagement plan
• New York sponsor workshop
• Full time sponsorship manager
• Shared marketing objectives
• Quarterly reviews
• Hosting opportunities/player engagement/match
  tickets.

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New Zealand Rugby and AIG

• Commercial Partnership Award
• Sport New Zealand