FILE PHOTO: France Rugby - France v New Zealand All Blacks - Stade de France, Saint-Denis near Paris, France, 26/11/2016. New Zealand's lock Brodie Retallick during the warm up. REUTERS/Benoit Tessier
WELLINGTON (Reuters) - The brand value of the All Blacks has soared past the $200 million (156 million pounds) mark and the visit of the British and Irish Lions will serve to push it higher into the top echelons of global sports brands, a branding expert has told Reuters.
The All Blacks were valued at more than $170 million after winning the Rugby World Cup in 2015 but new sponsorship, including a four-year deal with Vodafone announced last week, and moves into the Asian and North American markets had increased that valuation further, Mark Crowe, Managing Director, Australia of global brands consultancy Brand Finance, told Reuters from Sydney.
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