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All Blacks still the most valuable rugby brand as the top 10 is revealed
2024/04/24

The All Blacks have maintained their position as the most valuable brand in the world of rugby, despite the Springboks winning two consecutive Rugby World Cups. According to a report by BrandFinance.com, not only are the All Blacks the most valuable rugby brand, but they are also the strongest.

Brand Finance, a brand valuation consultancy, annually evaluates and publishes reports on over 5,000 of the biggest brands. The report reveals that the brand value of the New Zealand All Blacks has increased by 53% to USD 282 million (NZD 452 million) since the last Rugby World Cup in 2019. Hugo Hensley, Head of Sports Services at Brand Finance, explains, "National rugby brands are more than just teams. They are symbols of tradition and passion. The surge in brand value for many of the top 10 teams, such as Ireland Rugby's 94% increase, showcases their power, driven by sponsorship, merchandising, and passionate fans."

Brand Finance measures the strength of a brand using various metrics, including marketing investment through social media, stakeholder equity such as heritage, and business performance from revenues generated by sponsorship and merchandising. Once again, the All Blacks lead the pack, boasting the highest Brand Strength Index score of 88.9 out of 100, which corresponds to an AAA rating.

In second place on both lists, England has increased its brand value by 71% to USD 264 million (GBP 219 million). The report notes that their second-place ranking is aided by "boasting the highest total revenue of all national rugby brands." France has climbed to third place in both categories, with an 84% increase in brand value to USD 159 million (EUR 154 million), primarily propelled by excitement for the World Cup and the team's strong performances leading up to the tournament.

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