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All Blacks announce kit sponsor that could earn New Zealand Rugby reported £90m

New Zealand have followed France’s lead after announcing construction company Altrad will be their new shirt sponsor starting in 2022, a deal reported to be among the most lucrative in the sport

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The All Blacks will have a fresh look in 2022 after New Zealand Rugby announced a six-year sponsorship agreement with French construction company Altrad.

The three-time world champions have been sponsored by American International Group (AIG) since 2012, but it was confirmed in January 2020 that they would not renew that agreement.

Altrad, “a world leader in the provision of industrial services and the manufacturing of equipment for the construction markets,” will become just the second belly sponsor of the All Blacks jersey.

The move also represents a first in that Altrad—founded by French-Syrian billionaire Mohed Altrad—will sponsor both New Zealand’s shirt and that of France’s national team.



The All Blacks will wear Altrad as their jersey sponsor starting in 2022
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Getty Images)




The construction giant is also emblazoned across the jersey of Top 14 outfit Montpellier, which Altrad owns.

The 73-year-old has long been rumoured to have wanted his company sponsoring the most recognisable kit in rugby, a wish that is now set to be realised next year.

“Rugby upholds the values that I have always defended in my life. New Zealand Rugby is the embodiment of these values on and off the pitch,” Altrad said in a statement.

“With our parallel journeys from indigenous roots to international success, the partnership between Altrad and NZR is a natural next step in our pathways. The power of rugby to connect people and inspire communities cannot be understated and is an area we will champion through our relationship with NZR. Altrad is proud to begin its long-term partnership and start writing a defining legacy in the sport alongside the Teams in Black.”



Altrad also sponsor France’s kit
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Action Images via Reuters)




L’Equipe reported in April that the agreement was expected to be worth €18million (£15.4m) per year in 2022 and 2023, equal to £90m if that rate is maintained for the whole six-year deal.

That represents a considerable mark-up from their previous agreement considering New Zealand earned around £35m for the entire first five years of their sponsorship with AIG.

Combined with the shorts sponsorship signed with UK-based petrochemical company INEOS, New Zealand continue to be industry-leaders in regards to kit monetisation.



New Zealand are nearing the end of their nine-year spell with AIG as sponsors
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As well as adorning the All Blacks uniform, the Altrad brand will also appear on the kits of the All Blacks Sevens, Black Ferns Sevens, Maori All Blacks and New Zealand’s under-20 team.

New Zealand Rugby chief executive Mark Robinson said: “In creating this partnership, we have recognised Altrad’s founding principles of courage, respect, solidarity, conviviality and humility as truly relevant to our game – and with the support of their international footprint, we will continue to build our global legacy in rugby.

“We are excited by the opportunity for both parties to deepen connections with communities by providing All Blacks clinics to children and young people, and leadership learnings around the world. We are incredibly proud to have agreed to this partnership and look forward to getting underway next year.”

The All Blacks are poised to resume their Rugby Championship against Australia in Perth on Sunday, September 5, following a brief period of uncertainty over the tournament’s schedule.

Ian Foster’s side will then travel to Queensland, where the final four rounds of the competition will now be finished, with South Africa currently leading the standings.




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