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New Zealand Rugby and Adidas extend ‘NZ$10m a year’ kit deal

Sportswear giant will continue to provide kits for All Blacks and Black Ferns.

31 March 2023 Rory Jones

New Zealand Rugby

New Zealand Rugby (NZR) has inked a multi-year renewal of its longstanding technical partnership with sportswear giant Adidas.


  • Men’s and women’s national rugby union teams will continue to be supplied with German brand’s apparel and footwear
  • ‘Long term’ extension with national rugby union body also covers the sevens teams, the Maori All Blacks, and Under-20 teams


Adidas’ longstanding partnership with New Zealand Rugby was first signed in 1999 and was most recently extended in 2017. The latest contract expires this year and is worth NZ$10 million (US$6.27 million) annually, according to the New Zealand Herald.


“We have seen huge successes across our teams during the past 24 years and shared in the excitement of Rugby World Cup success across both the All Blacks and Black Ferns,” said Mark Robinson, NZR chief executive.

“Our teams embody what is great about sport and alongside Adidas, we can maximise opportunities to innovate through sport performance, while also engaging and reaching our fans on a global scale.”

Coming next:

The partnership renewal comes ahead of this year’s France 2023 Rugby World Cup, where the All Blacks will aim to replicate the success of the Black Ferns women’s team, who won last year’s Rugby World Cup in New Zealand.

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