All Blacks forced to return vehicles as Ford sponsorship ends

Ford has sponsored the All Blacks and provided vehicles for years.

The Grinch has come early for New Zealand’s elite rugby players after many were informed they must return their sponsored vehicles as Ford’s longstanding partnership prepares to end.

In a move that has sent ripples through the professional playing ranks, Ford’s 30-year sponsorship of New Zealand rugby will end on January 31 after the parties could not reach a new agreement.

While in recent years Ford’s partnership has been watered down from its heyday of prime naming-rights sponsor, the company this year provided New Zealand Rugby with a fleet of about 80 vehicles for their high-profile players and coaches. Those vehicles were generally turned over once each year.

The Herald understands that every player named in Scott Robertson’s 36-man All Blacks Rugby Championship squad received a Ford vehicle to use for the year.

This agreement extended to All Blacks coaches as well as the five New Zealand Super Rugby Pacific head coaches – and five New Zealand Rugby-contracted assistants. Some New Zealand Rugby (NZR) staff also had the use of sponsored vehicles.

On its website, Ford states: “As a partner of NZR across multiple decades, Ford is proud to back both the All Blacks and the Black Ferns as they take on the world.”

That partnership drawing to a close has, however, caught many All Blacks by surprise and caused angst among some who did not envision having to return their vehicles in the new year.

While the use of vehicles is largely a discretionary benefit, some individual All Blacks have contractual vehicle agreements and compensation or replacements may be required in those cases.

Ford confirmed to the Herald its New Zealand rugby sponsorship, and the supply of its vehicles, is ending.

“We are incredibly proud to have been a sponsor of the All Blacks and the NZRU for more than 30 years. However, the decision has been made to end the partnership in 2025,” Ford said in a statement.

“We are disappointed in the outcome but want to acknowledge it’s been a fantastic experience backing the teams in black over the years. We have deepened our relationships with the athletes and New Zealand sports fans around the country. As our way of saying thank you, Ford will support the players through the transition where needed.

“While we may be cheering the rugby teams on from the benches, Ford will continue to be the driving force in sport in New Zealand with our supporting partnerships with NZ Cricket, NZ Hockey, and the Ford Football Ferns.”

While many players were caught off guard, NZR categorised Ford’s departure as amicable.

“New Zealand Rugby is grateful to Ford New Zealand for their loyalty and support of the All Blacks and rugby more generally over the past 30 years. However, Ford New Zealand and NZR have collectively made the decision to end our partnership in 2025.

“We have had a fantastic partnership full of highlights and shared in some great successes. We extend our thanks to all the people at Ford for their support and know they will continue to be some of our biggest fans.”

New Zealand Rugby chief executive Mark Robinson, speaking at a media appearance in Wellington this week, also hinted at a sponsorship change for the All Blacks’ next July series. Steinlager did not accompany the release of dates and venues for France’s three tests here next year, which may suggest a move away from alcohol agreements in future.

“We’re in the market looking at opportunities there,” Robinson said. “We’re working with Lion at the moment around our partnership but we’re also exploring other options as it relates to the July series.”

Liam Napier has been a sports journalist since 2010, and his work has taken him to World Cups in rugby, netball and cricket, boxing world title fights and Commonwealth Games.