On and off field success for All Blacks in San Diego

With a crowd of over 33,000 at Snapdragon Stadium in San Diego, New Zealand Rugby (NZR) is celebrating a win both on and off the field following Saturday’s All Blacks Test match against Fiji. 

The first time the All Blacks have played on US soil since 2021, fans from across the United States and the world showed their support for both teams. Over 70% of all tickets sold came outside of San Diego, including fans from 44 states across the USA and across 20 countries internationally. 

NZR CEO Mark Robinson said the match in San Diego signalled a long-term relationship with the United States and New Zealand rugby. 

“The game itself was a brilliant event at many levels, with over 33,000 fans from across the US and different parts of the world. We’re certainly encouraged as we reflect on the next steps and opportunities in the US, particularly on the West Coast.

“Our team spent time with USA Rugby and World Rugby discussing the long-term challenges and opportunities in the US as we look to work together to build a road map towards the World Cups in 2031 and 2033. Understanding the markets and fans will be critical to creating opportunities in coming years, not just for New Zealand but other national unions and professional teams.”

Robinson added that the week provided an opportunity to collaborate with other North American based New Zealanders. 

“It was great to meet up with other Kiwis doing great things on different stages in the US. Don Tricker, Sean Marks, Tim Brown and Anthony Mosse amongst many others are special New Zealanders who we’re proud to call friends of the game and provided great insights to us. The All Blacks and rugby overall can really act as a vehicle for progressing wider interests aligned with NZ Inc on the global stage but we need partnership and collaboration to bring this alive.”

NZR Commercial CEO Craig Fenton sees strong potential in the USA to engage a passionate fan base.

“There was a sea of All Blacks fans at the game. To see the tail-gate party in the parking areas before the game and an almost sold-out stadium with fans lining up to purchase supporters kit was fantastic. Fans could also not get enough of the All Blacks merch on offer – we saw big queues at all four retail pop ups with more than double the usual sales we see from in-stadium retail, which speaks to the latent international fan base we have for our Teams in Black.” 

“Given most of our fans around the world engage with our teams and matches outside the stadium over digital surfaces, we spent the week prior to the match publishing content in the lead up, and had multiple influencers at the game all amplifying the experience to fans worldwide through YouTube, TikTok, Instagram, Facebook and Snap. This all helps nurture and grow rugby fandom as we build toward the US Rugby World Cups in 2031 and 2033,” said Fenton.  

Across match week, 100 young rugby players enjoyed exclusive coaching from former All Blacks legend Ben Smith as part of the All Blacks Clinics programme. Other events included All Blacks meet and greets with sporting celebrities, community events at local rugby clubs and serving fans coffee at local cafes.

On game day, over 300 VIP guests were hosted at the game, including sponsors, US and Japanese prospects, senior delegates from the city of San Diego, World Rugby and USA Rugby, Fiji Rugby, as well as sporting peers made up of representatives from LA Rams (NFL), San Diego Padres (MLB), and Brooklyn Nets (NBA). 

To engage with international fans, NZR+ streamed the All Blacks v Fiji match live to over 40 emerging rugby markets which currently do not usually have access to international Test rugby through linear broadcasting, including China, India, Germany and the Netherlands.

NZR+ also provided fans with local content and premiered its brand-new series 'Offsiders' hosted by former All Black Andy Ellis and Netflix show, Orange is the New Black star Jessica Pimentel. The series takes fans on a journey through the vibrant neighbourhoods of San Diego, uncovering diverse and unexpected connections to rugby uncovering fascinating human stories and encounters along the way. The NZR+ series is now available free on the NZR+ platform as well as the All Blacks YouTube Channel.