Cruiser becomes the new sponsor of Team All Blacks

The Altrad Group, already a partner of XV in France, became the official sponsor of the All Blacks on Friday. The New Zealand Rugby Union has formalized a six-year agreement with the French company.

The New Zealand Rugby Union announced Friday in a press release, that the Altrad group, which was already a sponsor of the 15th tournament for France until 2023, will also become the New Zealand selection group from 2022.

The French specialist in services to industrial companies and construction equipment replaces American insurer AIG on the legendary All Blacks shirt. Also the owner of French club Montpellier in the top 14, Mohamed Altrad reached a six-year agreement with the most famous rugby team in the world.

Partnership “Leaving a Lasting Footprint”

The partnership also includes the Women’s Rugby Union team, the Black Ferns, as well as four other New Zealand teams (Rugby Sevens, Maori, Under-20s).

“Thanks to Altrad’s support and international presence, we will continue to build our world rugby heritage,” the press release quoted New Zealand Football Association president Mark Robinson as saying. Altrad Group says it is “proud to have embarked on a long-term partnership and to begin making a lasting mark in the sport”.

The agreement announced Friday comes four months after the sale of shares in the All Blacks brand to US investors, an option discussed in New Zealand.

At the end of April, the Silver Lake Partners fund had injected $280 million (€230 million) to cover part of the reputation of the three world champions. However, the All Blacks should not face the Blues with the same sponsor in the opening match of the 2023 World Cup in France, and no shirt partner is allowed during the competition.