All Blacks still the most valuable rugby brand as the top 10 is revealed

Despite the Springboks securing back-to-back Rugby World Cups, the All Blacks maintain their status as the most valuable and strongest rugby brand globally, according to a report by BrandFinance.com. The New Zealand All Blacks’ brand value has surged by 53% to USD 282 million (NZD 452 million) since the last Rugby World Cup in 2019, earning them the top spot in both categories.

Brand Finance, a brand valuation consultancy, evaluates over 5,000 major brands annually. The report emphasizes that national rugby brands represent more than just teams; they embody tradition and passion. The increased brand values of top 10 teams, including a 94% rise for Ireland Rugby, highlight the impact of sponsorship, merchandising, and dedicated fanbases.

In terms of brand strength, the All Blacks lead the pack with a Brand Strength Index score of 88.9 out of 100, earning them a AAA rating. England follows in second place on both lists, with a 71% increase in brand value to USD 264 million (GBP 219 million). France takes third place in both categories, with an 84% rise in brand value to USD 159 million (EUR 154 million), driven by World Cup anticipation and strong team performances.

Ireland’s impressive series of victories contributes to a 94% boost in brand value to USD 150 million (EUR 145 million), securing fourth place. South Africa, with their consecutive Rugby World Cup titles, sees a 44% increase in brand value to USD 117 million (ZAR 1,989 million), ranking sixth in value and fourth in strength.

Australia holds onto seventh place in both categories, while Scotland replaces Japan in eighth place. Italy completes the top 10 in both the most valuable and strongest national rugby brands.

Top 10 Most Valuable National Rugby Brands:
1. New Zealand
2. England
3. France
4. Ireland
5. Wales
6. South Africa
7. Australia
8. Scotland
9. Japan
10. Italy

Top 10 Strongest National Rugby Brands:
1. New Zealand
2. England
3. France
4. South Africa
5. Ireland
6. Wales
7. Australia
8. Scotland
9. Japan
10. Italy

Source: Brand Finance