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ura will become the official headphones of the New Zealand All Blacks after signing a new three-year partnership, with New Zealand Rugby also taking an investor equity stake in the company.

Nura CEO, Dragan Petrovic, said: “despite being a small nation, New Zealand Rugby (NZR) dominates a global sport through passion and a relentless pursuit of perfection.”

“This inspires us at Nura like so many others around the world.

“We are a young company on a mission to revolutionise how humanity experiences music and disrupt an industry dominated by global giants.

“We’re proud to support the All Blacks and bring them closer to the music that moves them on and off the field,” Petrovic said.

NZR CEO, Mark Robinson, said: “this is an incredibly exciting and unique partnership between NZR and Nura.”

“The partnership was formed with the vision of bringing music and rugby together and having two high-performing organisations collaborating together to achieve success.

“This is a three-year global partnership and we’re excited to be working together. 

“As well as sponsoring the All Blacks, Nura will also be the official headphones of the Black Ferns, All Blacks Sevens, Black Ferns Sevens, Maori All Blacks, and All Blacks XV,” Robinson said.

New Zealand Rugby Players’ Association CEO, Rob Nichol, said the playing group are excited for this partnership.

“The players really enjoy their music and they are seriously impressed by their Nura headphones,” Nichol said.

“It’s great that a progressive brand like Nura, who are pushing boundaries with their innovation, have partnered up with New Zealand Rugby to help them achieve their goals.

“The players are looking forward to helping this partnership succeed, for Nura and the game,” he said.