Brands & Sponsorship, Growth, Partnerships, Sport Business | Nov 1, 2018
New Zealand Rugby's CEO on the All Blacks brand, the internationalisation strategy for NZR and how to strike a balance between commercialisation opportunities while staying true to brand values.

Steve Tew became CEO of New Zealand Rugby in January 2008.

Under his leadership, New Zealand Rugby has agreed two of the most iconic partnerships in sport, with AIG and Adidas, as well as achieving unprecedented success on the pitch with World Cup wins for the All Blacks in 2011 and 2015 and for the Black Ferns in 2010 and 2017.

Prior to joining New Zealand Rugby, Tew was CEO of the Canterbury Rugby Union and the Crusaders franchise; with the latter a dominant force in Super Rugby, with nine titles won between 1998 and this year.

In this short interview, recorded backstage at The Leaders Sport Business Summit in New York in May 2018, Tew explains what the All Black brand means to him, lifts the lid on the internationalisation strategy for NZR – with particular emphasis on the US – and discusses how to strike a balance between capitalising on commercialisation opportunities while remaining true to the All Blacks heritage and brand values.

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