All Blacks retain title as most valuable rugby brand despite World Cup defeat
In the fiercely competitive arena of rugby branding, New Zealand’s All Blacks continue to reign on top as the most valuable and strongest rugby brand globally, according to a recent report by BrandFinance.com.
The All Blacks have retained the mantle despite their loss in the recent Rugby World Cup final that saw South Africa secure back-to-back titles.
Brand Finance, a renowned brand valuation consultancy, annually assesses and publishes reports on 5,000 of the world’s biggest brands. In this comprehensive evaluation, the All Blacks not only maintained their position as the most valuable rugby brand but also secured the top spot for brand strength.
The report reveals that the All Blacks’ brand value has surged by an impressive 53 percent, reaching USD$282 million (NZD$452 million) since the last Rugby World Cup in 2019.
“National rugby brands are more than just teams,” explained Hugo Hensley, Head of Sports Services at Brand Finance.
“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 percent increase, showcases their power.”
— All Blacks (@AllBlacks) November 18, 2023
Brand Finance employs a multi-faceted approach to determine brand strength, considering metrics such as marketing investment via social media, stakeholder equity (including heritage), and business performance measured by revenues from sponsorship and merchandising.
In terms of brand strength, the All Blacks once again outperformed all others, securing a Brand Strength Index score of 88.9 out of 100, accompanied by a corresponding AAA rating.
England claimed the second spot in both the most valuable and strongest brand categories, with its brand value surging by 71% to USD$264 million (GBP£219 million). The report highlights England’s elevated ranking, attributing it to “boasting the highest total revenue of all national rugby brands.”
France has ascended to third place in both categories, experiencing an 84 percent increase in brand value to USD 159 million (EUR 154 million). The anticipation for the World Cup and the team’s noteworthy performances played a pivotal role in this significant boost.
Ireland’s standout performances – despite a gut-wrenching RWC quarter-final loss to New Zealand – contributed to a remarkable 94 percent increase in brand value to USD$150 million (EUR€145 million), securing fourth place and surpassing Wales in the process.
South Africa, despite successfully defending the Rugby World Cup crown, witnessed a 44 percent increase in brand value to USD$117 million (ZAR 1,989 million), securing the sixth most valuable brand and the fourth strongest.
Australia, in a state of underperforming flux on and off the field, maintained its position in seventh place for both the most valuable and strongest brand categories. Scotland has replaced Japan in eighth place in both categories, with Italy rounding out the top 10 in both rankings.
The dynamic landscape of rugby branding continues to showcase the resilience and value of these iconic teams on the global stage, amid fluctuating results on the paddock.