A couple of years ago, NZRU chief executive Steve Tew unfurled his most sincere sponsorship voice as he welcomed AIG into the All Black fold.
It was, he said, an unprecedented opportunity to promote New Zealand rugby that only a global company could provide. The $80 million deal with theinsurance company would dovetail the work adidas completed as the side's main sponsor.
There's no doubt it was a coup and one the NZRU should congratulate themselves about, especially as they watch the commercial struggles their Sanzar partners have.
We saw three letters work their way on to the front of the All Black jersey, and then the announcement the All Blacks would play the United States in Chicago on their way to three tests in Britain.
That journey is under way with a marketing push gaining widespread media coverage back here as a number of organisations, including the Herald, have accepted invitations to travel with Air New Zealand and be fed and watered in Chicago.
It's nothing original - journos and junkets have long been in cahoots - but it is a rising trend in All Black coverage.
New venue, almost new opponent, full house at Soldier Field in Chicago, therefore excitement levels rise. The reality is the All Blacks will play their second XV and peel off a comfortable victory.
They've done that in the professional era at World Cups against Italy, Portugal, Tonga, Romania, Japan and Canada and while those are vibrant social occasions, the games are turnstile rugby.
When you see a few of them, the interest thaws. As strange as the concept may be, I am drawn to rugby and most sports to see a contest.
For many, this test is a sideline excuse to travel to Chicago, where they can visit great attractions like Wrigley Field, eat at Shaw's Oyster Bar or take in some blues at Buddy Guy's. Fair enough.
We know the result of the All Black test before the Sunday kickoff but we are uncertain whether Jesse Ryder will make the NZ A cricket squad later this week or perhaps make a late rails run for the World Cup.
Ryder's ability to deliver an occasional pyrotechnic display - during and after work - has to be measured against his risk to team harmony and whether Martin Guptill, Jimmy Neesham, Tom Latham or someone, anyone, can find some form at the top of the order.
The uncertainty about Ryder is topical and occurring here in New Zealand as an entree to the World Cup, while the All Blacks are offshore playing a team they could roll the day after playing another test.
Which grabs the most headlines? Is it the power of our national sport and its savvy marketing systems or are we just sick of the ongoing nonsense with Ryder?
