We can wear brands on jersey

The prospect of an advertising logo slapped across the chest of that most hallowed of garments - the All Black jersey - caused some anger among fans and commentators last week.

Some were appalled: "They're called the All Blacks! The jersey is supposed to be all black! We can't sully the name and tradition with advertising!"

I don't really understand the uproar.

The All Blacks front up on our television screens every night, promoting everything from breakfast cereals to credit cards.

Every appearance they make is carefully orchestrated to align with one or more of their sponsors or official suppliers.

Arguing the black jersey - which already has an adidas logo just as big as the silver fern - should remain unsullied by advertising seems a bit pointless really.

In an era when a player was paid to change to that of his sponsor's company for the duration of the 2007 World Cup, is it really that big a step to having another logo on the jersey?

Young rugby players growing up dream about being an All Black and winning a World Cup, I'm sure.

But I have no doubt they also think about the money they'll make from endorsements - being paid to talk up their sports drink or deodorant.

Rugby's a big business. It costs a lot of money to keep the team playing and touring (how about that Mastercard ad where the fan turns up at the All Blacks' hotel and asks who he's rooming with - do they really stay places that flash?), and beating the rest of the world.

Personally, I'd rather the money was coming from a major multinational company having its brand slapped across the jersey, rather than from fans at the ticket booth.