The New Zealand Rugby Union and sportswear giant adidas today signed a nine-year extension to their commercial partnership.
Financial terms were not disclosed.
However, the two parties said in a statement that the new agreement was the longest term of any sports team sponsorship held by adidas and one of the mostsignificant commercial partnerships between a national rugby union and a sponsor.
In 1998 adidas and the NZRU signed a deal from 1999 to 2004 and the agreement reached today extends that relationship until until the end of 2011.
NZRU chairman Jock Hobbs said the two parties had been talking for about a year about an earlier-than-scheduled extension because the relationship had been good for both.
"adidas has been able to provide leading-edge technology for the All Blacks and New Zealand's other national teams and, in the highly competitive game that rugby has become, that has become invaluable," Hobbs said.
" ... adidas is also an integral part of New Zealand rugby, being the jersey sponsor of 12 of the 17 Air New Zealand NPC second and third division sides.
"Adidas' understanding of the global sports market is critical in our desire to grow the All Blacks internationally."
Hobbs said by extending the relationship to the end of 2011, New Zealand rugby would now be in a significantly stronger financial position for the future.
"When you think that two-thirds of the NZRU's income goes back into supporting provincial rugby then income security is critical to the future health of the game."
Adidas head of global sports marketing Michael Riehl said the company was excited about the extended partnership.
"We see the NZRU and the All Blacks being a perfect fit with our brand. We have similar values and a common passion for sport."
