All Blacks still the most valuable rugby brand as the top 10 is revealed

Jared Wright 20 Nov 2023 4:29 PM

All Blacks Aaron Smith leads the Haka before the Rugby World Cup 2023 final match at the Stade de France in Paris, France.

The All Blacks remain the most valuable rugby brand in the world despite the Springboks winning back-to-back Rugby World Cups.

According to a report by BrandFinance.com, the All Blacks are not only the most valuable rugby brand but the strongest, too.

Most valuable national rugby brands

Every year, Brand Finance – a brand valuation consultancy – puts 5,000 of the biggest brands to the test and publishes over 100 reports.

According to the report, the New Zealand All Blacks brand value is up 53% to USD282 million (NZD 452 million) since the last Rugby World Cup in 2019.

“National rugby brands are more than just teams. They are symbols of tradition and passion. Driven by sponsorship, merchandising, and passionate fans, the surge in brand value for many of the top 10 teams, such as Ireland Rugby’s 94% increase, showcases their power,” Head of Sports Services of Brand Finance Hugo Hensley said.

In determining the strength of the brand, Brand Finance also uses metrics like marketing investment via social media, stakeholder equity such as heritage, and business performance through revenues from sponsorship, merchandising, and so on.

Again, the All Blacks top the list and also post the best Brand Strength Index score, 88.9 out of 100, and a corresponding AAA rating.

Meanwhile, England are in second place on both lists after increasing their brand value by 71% to USD264 million (GBP219 million). The report adds that their second-place ranking is helped by “boasting the highest total revenue of all national rugby brands.”

France has shot into third place in both categories, increasing their brand value by 84% to USD159 million (EUR154 million), with the excitement for the World Cup and the team’s performances in the build-up to it playing a massive role in the increase.

Ireland’s incredible run of successive victories led to a 94% brand value increase to USD150 million (EUR145 million), the highest of 2023, and saw them secure fourth place, overtaking Wales in doing so.

Meanwhile, South Africa winning back-to-back Rugby World Cup titles has seen their brand value increase by 44% to USD117 million (ZAR1,989 million) to become the sixth most valuable brand and fourth strongest.

Australia have hung onto seventh place in the most valuable brand and slipped to the same ranking in the strongest brand.

Scotland has replaced Japan in eighth place in both categories, with Italy rounding out the top 10 in both.