The New Zealand international rugby union team has renewed its long-running deal with Adidas for the next ten years in what is the largest contract in the sport's history.
The existing deal was not set to end until 2011, but the sports apparel brand was keen to extend the deal with the All Blacks until 2019.
Although the exact value of the deal has not been revealed, Steve Tew, the chief executive of New Zealand Rugby Union (NZRU), said he, “would be surprised if it was not the biggest sponsorship package in world rugby.”
He added: “There has been an uplift in the value.” Replica sales of rugby jerseys are strong in Europe but Adidas is now looking to grow its presence in Asia.
The deal will see Adidas increase their payments to NZRU between 2012 and 2016, with another increase in the final three years of the agreement. This long-term deal means NZRU has a guaranteed income for the next decade.