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New Zealand Rugby signs Adidas renewal, partners with Tudor

New Zealand Rugby has signed a four-year extension to its partnership with German sportswear giant Adidas and agreed a new sponsorship deal with Swiss watchmaker Tudor.

Adidas will continue to serve as the body’s principal partner, and principal sponsor of the All Blacks national team, until 2023, bringing the two parties’ relationship to 24 years.

Adidas will continue to supply kit for New Zealand’s national teams as part of the extended agreement. The company will also provide apparel, boots and equipment and fund community activities across New Zealand.

NZR chief executive Steve Tew said: “We see Adidas not just as a sponsor but a real partner in our game. In financial terms, this deal extends the most significant sponsorship deal in our history, and the importance of Adidas’s investment to all levels of our game shouldn’t be underestimated.

“The partnership helps ensure our game is healthy from the bottom up – from Small Blacks to All Blacks – with a portion of the income tagged to our community game. We are delighted that our principal partner will continue to work alongside us for the good of the game right through to 2023.”

The length of NZR’s partnership with Tudor, meanwhile, was not disclosed. The company will also sponsor the 2017 New Zealand Lions Series as part of the agreement, while national team star Beauden Barrett will serve as a Tudor brand ambassador.

New Zealand’s men’s national team will form part of Tudor’s #BornToDare campaign, which launched earlier this year.

On the Tudor partnership, Tew added: “The new sponsorship deal means the All Blacks team and brand will be showcased in new markets around the world which is massive for us. Tudor’s values of excellence, quality and high performance are the perfect fit for us. We welcome them on board.”