New Zealand Rugby
Air NZ cuts back rugby sponsorship
Scrum.com
January 27, 2009
A general view of a New Zealand Sevens shirt, November 28 2008
Air New Zealand branding will not appear on New Zealand Sevens shirts after March 2009 © Getty Images
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Air New Zealand's sponsorship deal with the New Zealand Rugby Union has been altered due to constraints forced upon the airline by the ongoing economic downturn.

Air New Zealand will continue to sponsor the All Blacks, New Zealand's Super 14 sides and the competition, the New Zealand Sevens team and the Air New Zealand Cup until 2011, but with some changes reflecting the new requirements for the company.

While they will continue to sponsor the Air New Zealand Cup to 2011, they will not retain naming rights after 2010 and their name will also not appear on the Sevens team's apparel after March 2009.

"In the current economic climate, our sponsorships must also work harder for us and deliver robust commercial benefits, helping drive revenue and enhance customer loyalty," said Air NZ general manager of marketing Steve Bayliss. "We are very confident our association with rugby will continue to do this."

New Zealand rugby also took a hit last month when long-term sponsors Ford curt back its commitment to the sport. Ford has sponsored the All Blacks and New Zealand Super 14 teams for 15 years, but it was announced that All Blacks and Super 14 players would only be guaranteed a Ford car until the end of 2009.

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