NZ Rugby Commercial Embarks on Strategic Transition as CEO Steps Down

New Zealand Rugby (NZR) Commercial’s first CEO, Craig Fenton, will depart in January, concluding a significant tenure that saw the development of a modernised commercial strategy aimed at expanding rugby’s global footprint. Fenton’s exit marks a new chapter for NZR Commercial as it prepares for critical broadcast negotiations that will shape the sport’s financial future.

Fenton’s involvement with NZR Commercial began during the 2023 Rugby World Cup, but he formally joined as CEO in January 2024. Appointed after NZR’s landmark partnership with US private equity firm Silver Lake, Fenton’s role involved establishing an independent commercial entity focused on diversifying revenue and engaging a global audience. This foundation aimed to strengthen NZR’s financial structure, supporting both grassroots and elite levels of rugby.

Under Fenton’s leadership, NZR Commercial launched the digital platform NZR+, which reached over 300 million views globally in 2024, engaging 33 million fans across platforms. Additionally, the partnership with Fanatics facilitated a new merchandise range, enhancing fan access to NZR-related products. These initiatives were seen as early wins, creating valuable assets for future commercial and broadcasting collaborations.

The timing of Fenton’s departure comes as NZR approaches a major broadcast deal renegotiation with Sky Television. As the landscape of sports broadcasting evolves, these negotiations are expected to be vital in securing the revenue required for rugby’s continued growth. Fenton’s contributions have set the stage for these talks, and stakeholders remain optimistic that the incoming CEO will build on this momentum, bringing fresh insight to NZ Rugby’s future.

Fenton acknowledged the value of his role, stating, “It has been a privilege to play my part in helping NZRC start down this path of deepening relationships with fans here and overseas.” NZR Chair Ian Narev added, “The NZRC team, under Craig’s leadership, has developed a strategic plan that sets clear commercial ambitions for the remainder of the decade.” As NZR seeks a new CEO, the organisation is poised for a strategic evolution aimed at long-term stability and growth

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