All Blacks world’s ‘most valuable’ rugby brand


The All Blacks continue to dominate World Rugby at various levels and, moreover, boast the rugby team with the strongest and most valuable brand.

According to Hugo Hensley, head of sports services at Brand Finance, a brand valuation consultant, this team has maintained its top position for brand value since the last World Cup in 2019 and even showed growth of 52%.

The All Blacks’ brand is currently estimated to be worth around $282 million (about R5.3 billion).

“This growth is attributed to its robust income, particularly in terms of sponsorship and merchandise over the last four years,” says Hensley.

The All Blacks also maintain the highest level of brand strength with a Brand Strength Index (BSI) score of 88.9 out of 100 points and a corresponding AAA rating. The strength is measured by how big the effect of a team’s brand is.

England’s rugby team is strong in second place. The team has an estimated value of $264 million (about R5 billion), an increase of 71% since the previous World Cup. The team’s BSI score is estimated at 87.6 out of 100 points.

“This rugby team has the highest overall revenue of all the national rugby brands. England has the highest number of registered rugby players in the world and also boasts the most women players.”

France is in third place in brand value and strength, with a value of $159 million (about R3 billion) and a BSI score of 83.9 points. The team’s value has grown by 84% since 2019.

“This impressive growth can be attributed to the excitement about the World Cup being hosted in this country.”

Fueled by its 15th Six Nations victory in March this year, Ireland is the rugby team with the fastest rising brand value. This number one rugby team has the fourth highest brand value ($150.4 million or R2.8 billion). The team has shown a remarkable 94% growth in brand value since the previous World Cup, surpassing Wales and South Africa on the list.

Springboks have the most fans

Brand Finance’s research shows that out of a group of 40 countries, South Africa has the most fans (45%) who stand firmly behind the Boks.

The Springboks are sixth on the list of brand value ($117.2 million) and have shown growth of 44% since 2019. However, the weakening of the rand meant that he dropped one place on the list, while Ireland overtook the Boks.

However, the Springboks retained their fourth place on the list of brand strength, with a BSI score of 81.4 out of 100 points. This is an increase of 1.4 points since 2019.

“The Boks’ improved brand value, in addition to brand strength, is following its World Cup win in 2019 and current performance. Captain Siya Kolisi’s role as an inspirational and valuable role model for the team contributed to the brand value and strength.

“The team’s growth in brand value has also been helped by the increase in sponsorships. In addition to the continued commitment of MTN and FNB, a 2022 six-year contract with Nike as South Africa’s jersey supplier has helped the increase in brand value.”

Peppered Bok jerseys fake

Actual commercial sales of the new jerseys do not affect the current value, as jersey sales actually only started in July this year.

However, the limited quantity, high price and limited distribution partners of the new jerseys could affect future brand valuations, the company warns.

“Counterfeit Springbok jerseys are the most sold national sports item in South Africa and the limited stock – and high prices – could lead to a significant secondary market for counterfeit items which will affect SA Rugby’s commercial income.”