They don't have the Cup but they're still on top

The All Blacks may have finished second at the Rugby World Cup, but they have retained their status as the most valuable brand in the game.

The brand valuation consultancy Brand Finance said in its 2023 report that the All Blacks' value had increased 52 percent since the 2019 World Cup to $452 million.

The growth was due to robust revenues, especially in sponsorship and merchandising.

The consultancy tests 5000 of the world's biggest brands and produces 100 reports ranking brands in all sectors and countries.

In its 2023 rugby assessment, it said, "Intense national pride in New Zealand's rugby heritage and its globally recognised brand continues to drive revenue streams, such as merchandising and sponsorship agreements. These included the apparel agreements with Adidas and Altrad.

"These brand-focused income streams contribute more significantly to the All Blacks' overall value than broadcasting and matchday earnings."

The managing director (Australasia) of Brand Finance, Mark Crowe, said, "The revenue from sponsorship and merchandising, which is driving the All Blacks' brand value, in many ways, defies expectations, considering New Zealand's comparatively small economy and rugby market size when contrasted with the second and third-ranked brands – England and France.

"This underscores the undeniable allure and universal appeal that the All Blacks' brand has cultivated beyond its home turf."

Despite the drop in performances since 2019 that saw the All Blacks' world ranking slip to fourth, there was still resilience in the brand that maintained value and strength.

The report said, "This underscored the pivotal role that a robust sporting brand plays in shielding a business from the inherent fluctuations in on-field results."

The top 10 strongest national rugby brands in 2023 are New Zealand 1, England 2, France 3, South Africa 4, Ireland 5, Wales 6, Australia 7, Scotland 8, Japan 9, Italy 10.