Brand Finance: All Blacks, England Rugby & France Rugby, the most valuable rugby brands in 2023

With a brand value of $282m, the All Blacks, the national team affiliated to New Zealand Rugby, remain in first place in the rankings drawn up by Brand Finance, an American strategy and brand valuation consultancy, in its annual "Brand Finance Rugby 10" report published on 11/10/2023.

This valuation is 52% higher than in 2019. "This growth is attributed to robust revenues, particularly in sponsorship (around $80m in 2022) and merchandising over the past four years," explained Brand Finance.

The All Blacks are ahead of England Rugby (RFU), already 2^nd in 2022 and whose brand value stands at $263.8m (+71% since 2019). "England Rugby's brand value growth is not without thanks to boasting the highest total revenue of all national rugby brands," said Brand Finance.

France Rugby (FFR), which has moved up one place since 2022, complete the podium ($159.4m, or €154m). France Rugby and Ireland Rugby (IRFU), 4^th in the ranking after moving up two places ($150.4m, or €145m), are the two brands whose valuation has increased the most since 2019, rising by 84% and 94% respectively.

France Rugby's…