Rugby: Adidas kick on for the long haul

The New Zealand Rugby Union (NZRU) secured a significant victory before the All Blacks Grand Slam rugby finale against England tomorrow after global sports apparel giant adidas extended their sponsorship deal through to 2019.

The multi-million dollar deal -- the exact amount remains confidential -- was signed off at the team's London hotel today on the eve of the season-ending test at Twickenham.

"This is an opportunity to anchor a very significant proportion of our income for a long period of time," said NZRU chief executive Steve Tew.

"It gives the comfort to continue to plan not just at All Blacks level but also the community and club and school base level of our game.

"We're very humbled adidas are prepared to make for such a long period of time."

Tew said discussions on extending the deal intensified when both parties met at the Beijing Olympics. He would not speculate on the value of the contract which sees the current deal extended from 2011.

The financial commitment from adidas increases between 2012-16 and there is another boost from 2016-19.

"We have an agreement that the numbers aren't shared purely for commercial reasons," Tew said.

"We don't want our opposition to know what we can attract in the market.'

However, Tew said he would be surprised if there was a bigger sports sponsorship deal in place in New Zealand or involving a national rugby side throughout the world.

The NZRU and adidas have also been working in tandem to promote the game globally with Tew saying the All Blacks' key sponsor was instrumental in ensuring the staging of the offshore Bledisloe Cup test in Hong Kong on November 1.

Their association with Munster also saw adidas play an important role in organising the All Blacks' midweek match with the reigning European champions in Limerick.

An All Blacks sponsor since 1999, adidas will unveil new home and away jerseys in May but were quick to point out the design of the traditional black strip will not alter.

"The integrity of the jersey and the authenticity of the jersey we commit to maintaining. There will be no radical changes there," said the global head of rugby and cricket for adidas Nick Drake.

The new jerseys will be the lightest ever made for the All Blacks. They weigh just 195 grams, a 35 per cent reduction on the slimline 2005 edition.

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