Auckland, New Zealand: The New Zealand All Blacks continue to reign supreme off the pitch with a staggering brand value of USD 282 million (NZD 452 million), marking a 52% increase since the last World Cup. Despite facing increasing on-field competition, the All Blacks have retained their status as the world’s most valuable rugby team brand.
All Blacks: A Symbol of Tradition and Passion
Hugo Hensley, Head of Sports Services at Brand Finance, emphasized the importance of national rugby brands as symbols of tradition and passion. “Driven by sponsorship, merchandising, and passionate fans, the surge in brand value for teams like the All Blacks and Ireland Rugby showcases their power,” Hensley noted.
The All Blacks’ brand strength is unparalleled, with a Brand Strength Index (BSI) score of 88.9 out of 100 and a corresponding AAA rating. Their success is attributed to robust revenues from sponsorship and merchandising, solidifying their position as the world’s strongest rugby team brand.
England Rugby: Holding Strong at Second
England Rugby, with a 71% increase in brand value to USD 264 million (GBP 219 million), maintains its position as the second most valuable national rugby brand. England’s high total revenue and widespread popularity, coupled with the largest number of registered rugby players globally, contribute significantly to its brand value.
The popularity of rugby in England as a spectator sport, only behind football and cricket, and the country’s highest proportion of female rugby players, further bolster England Rugby’s brand strength.
France Rugby: Surging to the Top Three
France Rugby has made a significant leap, with an 84% increase in brand value to USD 159 million (EUR 154 million), now ranking third in both brand value and strength. The excitement around the upcoming home World Cup and the team’s outstanding performance, currently ranked world number two, have been key factors in this surge.
Ireland Rugby: Fastest-Growing Brand
Ireland Rugby, with a remarkable 94% growth in brand value to USD 150 million (EUR 145 million), has emerged as the fastest-growing brand in 2023. Following their 15th Six Nations win in March 2023, Ireland Rugby has overtaken Wales Rugby and South Africa Rugby, positioning themselves as the fourth most valuable national rugby team brand.
Conclusion
The New Zealand All Blacks’ continued dominance in brand value and strength reflects their deep-rooted connection with fans and successful commercial strategies. With the rise of teams like France and Ireland, the global rugby brand landscape is becoming increasingly competitive, promising an exciting future for the sport’s commercial growth and international appeal.
