Ford Sponsorship of the All Blacks Ends After 30 Years

New Zealand Rugby has had a rough couple of years. Now it would appear to have fallen out with a key sponsor, Ford New Zealand.

Many of New Zealand’s elite rugby players have been told they must return their sponsored vehicles as Ford’s longstanding partnership is about to end.

Ford’s 30-year sponsorship of New Zealand rugby terminates at the year end because the two parties could not reach a new agreement.

The company this year provided New Zealand Rugby with a fleet of 80 vehicles for their high-profile players and coaching team. It is thought that all of Scott Robertson’s 36-man All Blacks Rugby Championship squad received a Ford drive car this year.

This agreement extended to top tier rugby coaches and a few others. 

The sponsorship ending evidently caught many players by surprise. Some All Blacks have contractual vehicle agreements and a replacement or compensation may be required in these cases.

Ford said “We are incredibly proud to have been a sponsor of the All Blacks and the NZRU for more than 30 years. However, the decision has been made to end the partnership in 2025. 

“We are disappointed in the outcome but want to acknowledge it’s been a fantastic experience backing the teams in black over the years. 

“Ford will continue to be the driving force in sport in New Zealand with our supporting partnerships with NZ Cricket, NZ Hockey, and the Ford Football Ferns.”

Rugby administrators commented “New Zealand Rugby is grateful to Ford New Zealand for their loyalty and support of the All Blacks and rugby more generally over the past 30 years. However, Ford New Zealand and NZR have collectively made the decision to end our partnership in 2025.

“We extend our thanks to all the people at Ford for their support….”

New Zealand Rugby chief executive Mark Robinson hinted at a sponsorship change for the All Blacks in their next series. 

“We’re in the market looking at opportunities there.

“We’re working with Lion at the moment around our partnership but we’re also exploring other options as it relates to the July series.”

A few factors have likely contributed to the failed negotiations. New car sales in New Zealand are down substantially this year in a sluggish economy dogged by high inflation and interest rates, and rising unemployment. 

NZ Rugby is also having a tough time of it, making a $9m loss in the previous year, while the All Blacks have slipped to third on the world rankings. Dame Patsy Reddy also followed through on her threat to step down from steering NZR if an independent review of the organisation’s governance structures was not implemented. And it wasn’t so she did.