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

By our News Team | 2023

New Zealand’s team is both the most valuable and the strongest brand in world rugby, study finds. SA’s Springboks are lagging.

As the 2023 Rugby World Cup nears its zenith in France, a study released last week by Brand Finance shows that the New Zealand All Blacks (brand value up 52% to US$282-million) have continued to assert their dominance as the world’s most valuable rugby team brand.


The All Blacks are one of four teams still left in the competition and play against Argentina this coming Friday (20 October). The other remaining teams are South Africa and England.

Sporting Brands

Roman.b via Wikimedia Commons

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.


    Your Cart
    Your cart is emptyReturn to Shop

    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.