Super Rugby's Auckland Blues has signed a deal with a large British retailer to help the team expand its international brand.
The Blues celebrate victory over Highlanders in the Super Rugby Trans-Tasman final at Eden Park. Photo: Photosport Ltd
JD Sports had signed a deal with the Blues for an undisclosed price, as part of its plan to expand into New Zealand and other northern hemisphere markets.
JD Sports had a turnover of $19 billion with more than 2600 stores around the world, and planned to open an outlet in Sylvia Park in Auckland once the Covid-19 alert levels lift.
The agreement would see the Blues feature the JD Sports brand on the back of playing and training shorts and uniforms.
Blues commercial general manager Todd Hewitt said the retail viability of professional sporting brands was a key element of the team's success.
"We know that the future of professional rugby will be found in our ability to export our brand beyond our market," Hewitt said.
"The profile of international provincial rugby competitions is still in its infancy especially when compared to the world of football, and this sponsorship provides us with the opportunity to strengthen our brand equity by breaking into the vast markets which are dominated by massively successful clubs like Real Madrid and FC Barcelona."
JD Sports ANZ chief executive Hilton Seskin said the deal made sense for the company as part of its expansion to New Zealand.
"We know that Kiwis are passionate about their rugby and it will be the first time we have invested in rugby within the ANZ region," he said.
"This partnership is coupled with our signage activity at the two recent international test matches played at Eden Park and our season-long signage agreement with the NPC, so from our side it is a substantial multi-tiered investment within the code."