Rugby’s All Blacks show off-pitch dominance with strongest brand

According to Brand Finance, the All Blacks retained the top position for brand value, achieving a 52% increase in value since the last World Cup. This growth is attributed to robust revenues, particularly in sponsorship and merchandising over the past four years.

Says Hugo Hensley, Head of Sports Services for the consultancy: “National rugby brands are more than just teams. They are symbols of tradition and passion. 

“Driven by sponsorship, merchandising and passionate fans, the surge in brand value for many of the top 10 teams – such as Ireland Rugby’s 94% increase – showcases their power.”

The second Most Valuable Rugby Brand, according to the study, is England (value: $263.8-million). Third is France ($159.4-million); fourth is Ireland ($15.4-million); and fifth is Wales $131.6-million).

South Africa’s national team, the Springboks, come in at number six with a brand value of $117.2-million. The only other African team to compete in the 2023 World Cup tournament is Namibia.

Strongest rugby team brands

In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics – including marketing investment via social media, stakeholder equity such as heritage, and business performance through revenues from sponsorship, merchandising, and other sources.

The All Blacks not only hold the title of the most valuable national rugby brand, but also maintain the highest level of brand strength with a Brand Strength Index (BSI) score of 88.9 out of 100, and a corresponding AAA rating.

England Rugby (brand value up 71% to $264-million) claims second spot once again. It boasts the highest total revenue of all national rugby brands.

“In England, rugby’s popularity as a spectator sport, behind only football and cricket, is a testament to the positive match-day experience brought about by comradery amongst fans and a mutual respect for the sport,” says Brand Finance.

France is third and South Africa is fourth when it comes to Brand Strength. Both have a AAA- rating.

You can View the full ‘Brand Finance Rugby 10 2023’ report here.