The power of the All Blacks' brand is continuing to grow worldwide with the announcement that commercial vehicle manufacturer Iveco has become the team's newest international sponsor. Iveco will be an Official Sponsor of the All Blacks with rights to associate with the team worldwide, as well as being naming rights sponsor for the June Test Series, which will now be known as the Iveco International Series.

The announcement of the new sponsorship was made at a function in Monte Carlo on 16th January attended by New Zealand Rugby Union Chief Executive Chris Moller and Iveco CEO Paolo Monferino. “This new sponsorship agreement demonstrates the global interest in, and support for, the All Blacks and the strength of the All Blacks brand internationally,” said Mr Moller. “Iveco and the All Blacks share many common values and it is these values which Iveco has identified as being relevant to its company, its products’ brand values, Iveco staff and customers.”

All Blacks coach Graham Henry and lock Ali Williams were also in attendance for the launch event which was attended by sports, business and motor industry media from across Europe. “The All Blacks are grateful for the support of Iveco in what will be a key year in our rugby history,” said Graham Henry. “The interest of a major organisation like Iveco demonstrates the huge interest in rugby and in the All Blacks all around the world. We look forward to working with them – as we aim to improve on the field, we hope our efforts and our work together will help Iveco’s people and customers achieve success in their industry.”

Iveco has a long history of sports sponsorship involving some of the world’s major sporting brands and teams including the Ferrari Formula 1 team and the 2006 Olympic Winter Games held in Turin.
 

“To use our campaign slogan, Iveco and the All Blacks are built the same way,” said Iveco CEO Paolo Monferino. “Our alliance will be based on four shared values - commitment, reliability, performance, and team spirit. There is one additional factor – power. Because power is the first characteristic that comes to mind when you watch this team: the overwhelming way they play and how they put pressure on their opponents. It’s also something we pride ourselves on in relation to our latest-generation engines, which out-power all the others, in every category.

“The fame of the All Blacks goes well beyond the fans of this particular sport. Studies have shown how the All Blacks have become a social and entertainment phenomenon that also appeal to non-sports fans,” said Mr Monferino yesterday.

Iveco joins an illustrious group of companies and brands which support New Zealand Rugby and the All Blacks, including Principal Partner adidas, Major Sponsor Steinlager, Air New Zealand, Coca-Cola, Ford, MasterCard, Philips, Sky Television, Telecom and Weet-Bix. “The NZRU has been focused on expanding our commercial relationships and this new partnership with Iveco is an example of the international visibility and awareness of the All Blacks’ team and brand,” said Mr Moller. “Iveco have demonstrated they appreciate the values that the All Blacks and New Zealand Rugby stand for and we look forward to a long and productive partnership with them.” The initial agreement with Iveco is for a period of four years up to the end of 2010.