The brand value of the All Blacks has soared past the $200 million mark and the visit of the British and Irish Lions will serve to push it higher into the top echelons of global sports brands, a branding expert has told Reuters.
The All Blacks were valued at more than $170 million after winning the Rugby World Cup in 2015 but new sponsorship, including a four-year deal with Vodafone announced last week, and moves into the Asian and North American markets had increased that valuation further, Mark Crowe, Managing Director, Australia of global brands consultancy Brand Finance, told Reuters from Sydney.
"There is no doubt now that the All Blacks value would be north of $200 million," Crowe said.
"If you look at the last study into the top-50 football (soccer) brands ... the 20th ranked brand is AC Milan and they're sitting on $207 million.
"So the All Blacks are close to being ranked as the 20th most valuable football brand in the world."
The top-ranked soccer brand, according to Brand Finance's research, was Manchester United at $1.7 billion.
While the All Blacks' brand value pales in comparison to that of the English Premier League side, they were now perfectly positioned to grow with the Lions tour coming at an opportune time for them to capitalise, Crowe added.
The Lions will play 10 games in New Zealand, including three tests against the All Blacks, and Crowe said the tour was generating global interest.
"There appears to be greater interest in the All Blacks-Lions series (in Australia) than the Wallabies tests in June," Crowe added.
"The Lions tour is providing that additional burst of activity and in many respects because of the nature of the Lions tour it will drive the All Blacks brand.
"It provides them a nice link between the last World Cup and then building towards Japan in 2019."