Swapping your rugby jersey with an international opponent at the end of a rugby test match is a time honored tradition - it’s a sign of mutual respect for each other and a display of sportsmanship. However, as with many aspects of sporting tradition, commercialism has taken over.
How?
Well the All Blacks sponsor and global sporting kit behemoth Adidas have stipulated that the All Blacks cannot swap their jerseys with opposition teams after a rugby game - which goes against the time honored tradition
The All Blacks jumper is the most sought after jersey in rugby. For a team like Portugal, getting their hands on one is akin to striking gold - it’s a permanent reminder of the day they took on the All Blacks.
Apparently Adidas do not want to be associated with teams not sponsored by them - a stupid and greedy move. The bloke in charge of their marketing should be sacked. Adidas, clearly do not understand the power of an All Blacks jumper - and the level of ‘brand juice’ would they get from the public seeing it cherished by other teams at the rugby world cup.
The Portuguese players had oodles of media coverage even though they conceded over 100 points to the All Blacks and were ready made Adidas advertisements - and we are talking true ambassadors here, not the kind dreamt up by the Adidas marketing team.
6 comments ↓
I guess Adidas doesn’t want Richie McCaw interviewed after winning the World Cup wearing a Nike or CCC jersey. Understandable.
That’s fair enough for Adidas, but I hope they are not assuming the All Blacks will win the world cup.
Also, if we do win the world cup, Richie McCaw and the rest of the All Blacks will not be swapping jumpers with anyone
It’s pretty small-minded as far as I’m concerned. Like you say, the jersey is something that is sought after and will likely be collected and kept for a long time. If it’s the visibility in interviews they are worried about, then they should just stipluate that the AB’s need to be wearing an Adidas top at the time of interviews. It shouldn’t mean they can’t swap jerseys.
I hate it when corporations get in the way of simple traditions like this.
You know they probably pre-sold those jersey’s to people before the World cup even started.. that way they make even more money without even trying :P
I’m always saddened when I see the ABs playing in Adidas and other teams in CCC. For me the move substantially devalued the jersey and indeed the entire ABs culture.
Paul, I know exactly what you are talking about. I remember when Adidas threw all their money at the AB’s and Canterbury could not compete, and just feeling like we had been so disloyal to a good kiwi company.
I guess the problem is that the NZRU is always going to struggle for money and simply have no choice but to sign up with the likes of Adidas.
But not allowing jersey swaps is poor form all round.
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