France – All Blacks: How did Mohamed Al-Tradad become the shirt sponsor of the two teams?

It’s a small event for him, for his company. Friday evening, as well as being a magical shocker to the opening of the World Cup, the France-New Zealand match will in some way be their meeting and their moment. In fact, the blues and blacks have one thing in common: Muhammad Al-Trad. The businessman is the official sponsor of both options. Tens of millions of euros (see figure elsewhere) are invested every year. Who would have believed it in 2011, when he was called up as a firefighter to take over the reins of Montpellier Herault Rugby and knew nothing about the oval ball.

The return on investment from all this? “It’s difficult to measure. What I can see is that our turnover has gone from 400 million euros to 5.4 billion, he confirms. It’s clear that it’s not just rugby that has done that.” But the numbers are there. The company, which specializes in construction equipment and industrial services (nuclear power plants, submarines, platforms, etc.), reached a milestone in 2018, when the cruiser was added to the jersey.

Blues, international stage

The seventh country in the world at the end of 2017, the dismissal of coach (Guy Noves), disastrous results… The fifteenth French team is on the verge of collapse. Bernard Laporte, then president of the French Rugby Union, staged a mini-revolution. For the first time, it is launching a call for bids to find a shirt sponsor. Mohamed Al-Tradad, Head of the Ministry of Human Rights. An agreement has been reached. €35 million over five years from January 2018. In hindsight, this agreement fueled corruption cases targeting Bernard Laporte.

The businessman explains, “The French team was a way to take the regional step in terms of notoriety.” A new milestone was reached four years later.

How the blacks seduced him

While on vacation in Barcelona in the summer of 2021, Mohamed Al-Trad receives a phone call. “Sean Fitzpatrick, the symbolic captain of the All Blacks, called me. New Zealand is looking for a new sponsor. The manager first said I was involved with the Blues and that I didn’t care. Then he insisted and said: ‘Let’s see each other!’

Fitzpatrick takes the first plane to Barcelona and arrives at Mr. Altrade’s hotel for an early morning breakfast. “We started talking. He said, ‘This is how I’m going to introduce myself.’ And he’s doing the haka. It was impressive.”

The two parties part there after an hour of discussion. The seduction worked. Negotiations are ongoing. After several weeks of discussions, the cruiser group agreed to be the official shirt sponsor for a period of six years from January 2022. The amount remains secret. But the New Zealanders’ previous shirt sponsor, AIG, pumped in around €10 million a year.

Different contracts

Aside from the financial aspect, the Al-Tradad Group’s contract with the French national team or New Zealand is not the same. Muhammad Al-Tarrad confirms: “With the Blues, we have the logo and a certain number of places for all matches, that’s all.”

With the All Blacks, the deal is not the same. Altrad is the sponsor of all New Zealand rugby teams. “Then it goes beyond rugby,” the business manager adds. “The New Zealanders are known for their great managerial qualities. It is planned that their performance unit will come to us to share their skills.” This cell is also in Montpellier on Mondays and Tuesdays.

Finally, in the contract, there are two interesting mathematical parts. Four New Zealand matches are scheduled to be held in Montpellier in six years. If the All Blacks wish to come and play in Europe, the federation should facilitate potential exchanges if the Department of Human Rights is interested (Bridge, Tuinukwafe).

Any future with the Blues?

In January 2024, Altrad will no longer be the official sponsor of the Blues under the terms of the first contract. Will the lease be extended? Yes. The businessman confirms: “As is the case with the Black Team, we will be sponsors of all French teams. This will be for a period of four and a half years.” The cruiser will remain on the jersey until at least 2028.