All Blacks maintain dominance off-pitch with brand value of US$282m

The New Zealand All Blacks (brand value up 52% to USD282 million, NZD452 million) have continued to assert their dominance as the world’s most valuable rugby team brand, despite their on-pitch authority increasingly being challenged by other rugby nations.

The All Blacks retained the top position for brand value, achieving a 52% increase since the last world cup.

This growth is attributed to robust revenues, particularly in sponsorship and merchandising over the past four years.

Every year, leading brand valuation consultancy Brand Finance puts 5,000 of the biggest brands to the test, and publishes over 100 reports, ranking brands across all sectors and countries. To celebrate the coming climax of the Rugby World Cup, the world’s top 10 most valuable and strongest rugby team brands have been included in a special Brand Finance Rugby 10 2023 ranking.

Hugo Hensley, Head of Sports Services of Brand Finance commented: “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.”

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 so on. 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 USD264 million, GBP219 million) claim second spot once again, despite entering the World Cup on less-than-great form. England Rugby’s brand value growth is not without thanks to boasting 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. Further, England has the highest number of registered rugby players in the world, including the highest proportion of population at 4%, except for the relatively small Pacific Island nations such as Fiji (14.7%) or Samoa (26.9%).

England also boasts the highest number of female players. Overall, England Rugby’s brand value and brand strength shows the power of generating engaged supporters of the national team.

France Rugby (brand value up 84% to USD159 million, EUR154 million) has emerged as one of the standout winners in this year’s ranking, surging into 3rd place both in terms of brand value and brand strength. This impressive growth can be attributed to the excitement surrounding the home World Cup and Les Blues’ outstanding team performance, currently ranked as the world’s number 2.

Propelled by its 15^th Six Nations win in March 2023, Ireland Rugby (brand value up 94% to USD150 million, EUR145 million) is another rising brand as 2023’s fastest-grower. Ireland Rugby’s 94% increase in brand value has seen the current world’s number 1 overtake Wales Rugby (brand value up 23% to USD132 million, GBP109 million) and South Africa Rugby (brand value up 44% to USD117 million, ZAR1,989 million) to become the 4^th most valuable national rugby team brand.