New Zealand Rugby (NZR) has named Altrad the official front of jersey sponsor for its range of national teams, including All Blacks and All Ferns, commencing in 2022.
The six-year partnership will see the industrial services and construction equipment manufacturer become the front-of-jersey sponsor of both the aforementioned men’s and women’s teams as well as the All Blacks Sevens, Black Ferns Sevens, Māori All Blacks and the New Zealand U20s teams.
NZR has been on the lookout for a front of shirt sponsor since 2020, when it was announced that the governing body would not renew its existing contract with American Group international (AIG) at the end of 2021.
“In creating this partnership, we have recognised Altrad’s founding principles of courage, respect, solidarity, conviviality and humility as truly relevant to our game – and with the support of their international footprint, we will continue to build our global legacy in rugby,” said Mark Robinson, Chief Executive of NZR.
Prospective front-of-shirt sponsors included petrochemicals manufacturer Ineos – which later became the back-of-shirt partner of the national team under the terms of a six-year, NZ$8 million deal – and US consumer giant Amazon.
“We are excited by the opportunity for both parties to deepen connections with communities by providing All Blacks clinics to children and young people, and leadership learnings around the world. We are incredibly proud to have agreed to this partnership and look forward to getting underway next year.”
The agreement represents a strengthening of Altrad’s links with professional rugby union, having established a strong foothold in the French scene. The company is an owner of Top 14 side Montpellier Hérault Rugby and in 2018 partnered with the French Rugby Federation (FFR) in a €35 million deal lasting until 2023.
Mohed Altrad, Founder and President of Altrad, added: “Rugby upholds the values that I have always defended in my life. New Zealand Rugby is the embodiment of these values on and off the pitch. With our parallel journeys from indigenous roots to international success, the partnership between Altrad and NZR is a natural next step in our pathways.
“The power of rugby to connect people and inspire communities cannot be understated and is an area we will champion through our relationship with NZR. Altrad is proud to begin its long-term partnership and start writing a defining legacy in the sport alongside the teams in black.”