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Rugby World Cup 2023 commercial preview: Every team, every sponsor, all the major TV deals

As the tenth edition of the men's Rugby World Cup gets underway in France, SportsPro breaks down all the commercial information you need to know about the tournament and the 20 teams.

6 Sep 2023 SportsPro

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The 2023 Rugby World Cup gets underway on Friday with a blockbuster fixture between hosts France and tournament favourites New Zealand.

It is the third time rugby union’s flagship international event is taking place in France, which also staged the competition in 2007 and co-hosted the tournament in 1991. This time round, the country fended off competition from South Africa and Ireland to secure hosting rights to the tournament, which is being played at venues across nine cities.

The 2023 Rugby World Cup, which marks 200 years since William Webb Ellis is credited with inventing the game, will also be the longest edition of the tournament ever after World Rugby agreed to new player welfare measures which ensure that each team will have at least five days between games.

All told, the event is projected to generate some €457 million for the sport’s global governing body and organisers are optimistic that viewership for the tournament will eclipse the 857 million people who watched the 2019 edition in Japan. Almost 2.5 million tickets had already been sold by the end of May and France is expecting to welcome 600,000 international visitors over the course of the seven-week competition.

With the teams finalising their preparations for kick-off, SportsPro provides a commercial breakdown of every nation competing at the 2023 Rugby World Cup, as well as the tournament sponsors, broadcasters and venues.

Pool A

New Zealand

World ranking: 2nd
Federation chief executive: Mark Robinson
Federation revenue: NZ$270.8 million (US$160.6 million) for 2022
Kit supplier: Adidas (Extension in 2017 valued at NZ$10 million a year, first signed in 1999, multi-year extension signed in 2023)
Main partner:
Altrad (Reportedly valued at NZ$120 million, six-year deal signed in 2021)
Other partners:
Ineos, Taisho Pharmaceutical, SAP, Tudor, Replay, Healthspan Elite, Steinlager, Ford, ASB Bank, Weet-Bix, Jockey, Air New Zealand, Ryman Healthcare, Powerade, Nissui, Rexona, Hyperice, WattBike, STATSports, Robert Walters, Cadbury, Uber, Groov

The All Blacks are among the favourites to win the tournament


World ranking: 4th
Federation president: Florian Grill
Federation revenue: Not published
Kit supplier: Le Coq Sportif (Signed in 2017, expires 2024)
Main partner:
Altrad (Reportedly valued at €35 million, signed in 2018, expires in 2023)
Other partners: 
GMF, Societe Generale, Orange, Renault, La Poste, ParionsSport, Casino, TCL, Century 21, Manpower, Eden Park, RATP, Gilbert, Sanit-Yorre, Eurest, Rhino France, Puressentiel, Gedimat, Lustucru, SAS, Vueling


World ranking: 13th
Federation president: Marzo Innocenti
Federation revenue: €74 million (US$80.1 million) for 2021
Kit supplier: Macron (Signed in 2017, expires in 2025)
Main partner:
Vittoria Assicurazioni (Signed 2022, expires 2026)
Other partners:
Frecciarossa, Suzuki, Peroni, FastWeb, Pam Panorama, Puressentiel, Bottega del Sarto, Gilbert, Face to Face Style, Uliveto, Universita Telematica Unimarconi, Portobello, NH Hotel Group, RDS, KingsBox, Aramis Rugby, Keforma, GTZ Medical, Atleticom, Rossi Bus


World ranking: 17th
Federation president: James Slinger 
Federation revenue: Not published
Kit supplier: Flash (multi-year deal signed in 2019)
Main partner:
Antel (multi-year deal signed in 2014)
Other partners:
Universidad de Montevideo, Nissan, BSE, Megalabs, Be Parklife, Alimentos Centenario, Dominion, Bragard, Nobilis, UCM Falck, Banco Republica, Divino, Los Nietitos, Vector Seguridad Privada, Farmashop, INAC, INCA, BlueCross & BlueShield de Uruguay, Universal Assistance, FunTour, Zillertal, Tienda Inglesa, Gatorade, Freixenet, QP


World ranking: 21st
Federation chief executive: John Heynes
Federation revenue: Not published
Kit supplier: BLK
Main partner:
Windhoek Draught
Other partners: 
JSB Sports Betting, Pubkewitz Nissan

Pool B

South Africa

World ranking: 3rd
Federation interim chief executive: Rian Oberholzer
Federation revenue: ZAR1.54 billion (US$81 million) for 2022
Kit supplier: Nike (Six-year deal signed in 2022, expires in 2025)
Main partner:
MTN (Original deal reportedly valued between ZAR40 million and ZAR 50 million per year, first signed in 2017, extension signed in 2021, expires in 2025)
Other partners:
AfriSam, Aldo, Betway, Cadbury, Castle Lager, Dell Technologies. Dettol, Dove, Energade, Engen, First National Bank, FlySafair, Freddy Hirsch, Gilbert Rugby, Hyperice, Klipdrift, Leuko, McDonalds, Oppo, OUTsurance, Qatar Airways, Southern Sun, Spur, Springbok Atlas, Switch, Thirsti, Toyota, Vodacom, We Buy Cars

Defending world champions South Africa are sponsored by the likes of Nike and MTN


World ranking: 1st
Federation chief executive: Kevin Potts
Federation revenue: €116 million (US$127 million) for 2021/22
Kit supplier: Canterbury (Reportedly valued at €4 million per year, first signed in 2014, extension signed in 2020, expires in 2024)
Main partner:
Vodafone (Reportedly valued at €4 million a year, first signed in 2016, extension signed in 2019, expires in 2024)
Other partners:
3FE, Aer Lingus, Aldi, Aon, Aviva, Ballygowan, Bank of Ireland, DHL, Dove Men+Care, Eden Park, Energia, Guinness, Kroll, Lucozade Sport, Opel, Price Waterhouse Coopers, Sport Ireland, Tipperary Crystal, TritonLake, Vivomed


World ranking: 5th
Federation chief executive: Mark Dodson
Federation revenue: UK£57.9 million (US$73.7 million) for 2021/22
Kit supplier: Macron (Reportedly worth ‘a seven-figure sum’ per year, first signed in 2013, extensions signed in 2016 and 2019, expires in 2026)
Main partner:
Peter Vardy (Reportedly valued at ‘close to’ UK£1.5 million a year, first signed in 2021, expires in 2025)
Other partners:
A.G Barr, BT, Cashback 4 Communities, Destination Sport, Dove Men+Care, Edinburgh Gin, Fairways, Fosroc, Gilbert Rugby, Guinness, iPro Hydrate, Royal Bank of Scotland, Royal Marines, Saltire Energy, Scottish Gas, SmilePlus Dental Care, Spire Murrayfield Hospital, SportsScotland, Tennent’s Lager, Walker Slater


World ranking: 15th
Federation chief executive: Peter Harding
Federation revenue: Not published
Kit supplier: Force XV 
Main partner:
IBSA (Multi-year deal signed in 2019)
Other partners: 
Fexco, No1 Currency, Pacific Aus Sports, Onward Athletics


World ranking: 19th
Federation president: Alin Petrache
Federation revenue: Not published
Kit supplier: Macron (First signed in 2021, expires in 2023)
Main partner:
Kaufland (Signed in 2023)
Other partners:
Borsec, CEC Bank, Cocorico, Dr Leahu, Eisberg, Gilbert Rugby, Groupama, Orange, Regenera Activa, Rosilva, Shop Glocal

Pool C


World ranking: 9th
Federation chief executive: Abi Tierney
Federation revenue: UK£94.3 million (2021/22)
Kit supplier: Macron (Reportedly valued at UK£4.4 million a year, signed in 2020, expires in 2027)
Main partner:
Vodafone (Multi-year deal signed in 2023)
Other partners:
Admiral, Amber, Britvic, The Celtic Collection, Castle Howell, Dove, Events International, Gilbert, Glamorgan Brewing, Go.Compare, Guinness, Heineken, Hopkins, Indigo Group, Isuzu, Nocco, Opro, Papa Johns, Princes Gate, Principality, Rhino, Seat Unique, Sinclair Mercedes, Sportseen, Ticketmaster, TotalEnergies


World ranking: 8th
Federation chief executive: Phil Waugh
Federation revenue: AUS$129.2 million (2022)
Kit supplier: Asics (First signed in 2014, extension signed in 2018, expires in 2025)
Main partner:
Cadbury (Reportedly ‘worth more in cash’ than previous sponsor Qantas’ AUS$5 million-per-year deal, signed in 2021, expires 2026)
Other partners:
Bet365, Corpay, Defender, Destination NSW, Enforcer, Etoro, Gilbert, InterContinental Hotels Group, Mitsubishi Estate, MJ Bale, PTP, RM Williams, Santos, STH Group, Taylors Wines, Visit Victoria


World ranking: 10th
Federation interim chief executive: Tevita Tuiloa
Federation revenue: FJ$21.4 million (2022)
Kit supplier: Nike (Signed in 2021, expires in 2024)
Main partner:
Fiji Airways (Five-year deal first signed in 2017)
Other partners:
ANZ, Coca-Cola, Elastoplast, Fiji Gas, FijiKava, Fiji Sun, Fiji Water, Gilbert, Jack’s of Fiji, PacificAus Sports, Rooster, Royal Tea, Skipper Tuna, Subrails, Tropik Wood, Tuivt.com, Vision Motors, Victoria Wines, Vodafone, Weet-Bix


World ranking: 11th
Federation president: Ioseb Tkemaladze 
Federation revenue: Not published
Kit supplier: Macron (Five-year deal signed in 2021) 
Main partner:
Other partners: 
TBC Bank


World ranking: 16th
Federation president: Carlos Amada da Silva
Federation revenue: Not published
Kit supplier: Macron (First signed in 2016)
Main partner:
Other partners:
Axians, Cartrack, Cosmos Viagens, Gilbert, Jogos Santa Casa

Pool D


World ranking: 6th
Federation chief executive: Bill Sweeney
Federation revenue: UK£189.1 million (2021/22)
Kit supplier: Umbro (Reportedly valued at ‘more than’ UK£5 million a year, first signed in 2020, extension signed in 2021, expires in 2028) 
Main partner:
O2 (Reportedly valued at ‘more than’ UK£7.5 million a year, first signed in 1995, extension signed in 2020, expires in 2026)
Other partners: 
Adidas, Allianz, Bollinger, British Airways, Britvic, CBRE, Charles Tyrwhitt, Continental, Dove Men+Care, Gilbert, Guinness, Honda, Irwin Mitchell, Papa Johns, Pozitive Energy, Red Bull, Rhino, Simply Health


World ranking: 14th
Federation president: Masato Tsuchida  
Federation revenue: J¥7.06 billion (US$48.2 million) for 2022
Kit supplier: Canterbury 
Main partner:
Taisho (Multi-year deal signed in 2020)
Other partners:
Toshiba, SMBC, SECOM, Mitsubishi Estate, Hitocom, Canon, Asahi, JTB, Toppan, Kashiyama, Mastercard, Regza, Japan Airlines, Gilbert, Savas, Hinomaru


World ranking: 7th
Federation president: Gabriel Travaglini
Federation revenue: Not published
Kit supplier: Nike (First signed in 2012, extension signed in 2022)
Main partner:
Visa (First signed in 1996)
Other partners:
Burger King, Cerveza Imperial, Deloitte, Ecosan, ENA, Ford, Gatorade, Gilbert, Medicu, Opro, SMS, SportClub, Universidad Siglio, YPF, Zurich


World ranking: 12th
Federation chief executive: Vincent Fepuleai
Federation revenue: Not published
Kit supplier: Macron (Signed in 2023, expires in 2029)
Main partner:
Samoa International Business Finance Centre (Signed in 2022)
Other partners:
Gilbert Rugby, Hytro, Pacific Aus Sports, Samoa Travel, SCB, Taula, Taxi, Vodafone, Yazaki

Chile will be the first new team to feature at a Rugby World Cup since 2011


World ranking: 22nd
Federation president: Francisco Davanzo Pumarino 
Federation revenue: Not published
Kit supplier: Umbro (Multi-year deal signed in 2021)
Main partner:
Banco de Chile (Signed in 2022)
Other partners:
COPEC, SODIMAC, Kunstmann, Universal Assistance, Burger King, Fernet Branca, Energy Club

The venues

Stade de Bordeaux

Location: Bordeaux

Capacity: 42,060

Opened: 2015

Games: Five pool games

Stade Pierre Mauroy

Location: Lille

Capacity: 50,096

Opened: 2012

Games: Five pool games

Parc Olympique Lyonnais

Location: Lyon

Capacity: 58,883

Opened: 2016

Games: Five pool games

Stade Vélodrome

Location: Marseille

Capacity: 67,847

Opened: 1937

Games: Four pool games, two quarter-finals

Stade de la Beaujoire

Location: Nantes

Capacity: 35,520

Opened: 1984

Games: Four pool games

Stade de Nice

Location: Nice

Capacity: 35,983

Opened: 2013

Games: Four pool games

Stade de France

Location: Paris

Capacity: 80,023

Opened: 1998

Games: Four pool games, two quarter-finals, both semi-finals, third-place match, final

Stade Geoffroy-Guichard

Location: Saint-Étienne

Capacity: 41,965

Opened: 1931

Games: Four pool games

Stadium de Toulouse

Location: Toulouse

Capacity: 33,103

Opened: 1937

Games: Five pool games

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