New Zealand Rugby has unveiled a new digital platform to better connect with its growing global fanbase.
The Home of the Black Jersey is available via the All Blacks and Black Ferns websites, and through the new apps for both teams.
It combines a live match centre, team news, original content, match highlights and statistics, fixtures, news as well as the history and legacy of the black jersey, helping people stay connected with the teams no matter where they are in the world.
Direct connections
NZR chief commercial officer Chris Brown says the platform reflects the changing way fans consume sport and the importance of a direct connection with supporters.
“The world’s biggest sporting organisations have built powerful direct relationships with their fans, and this platform positions the All Blacks and Black Ferns to do the same. It gives us the ability to connect with fans, better understand what they value and deliver experiences that keep them engaged with our teams year-round.”
From launch, the platform will also stream live rugby direct to fans in markets where there is no broadcast partner, starting with the Māori All Blacks and Japan XV match on June 27.
Digital destination
The websites and apps will also be a digital destination for the Black Ferns, a move Brown says reflects the global rise of women’s rugby.
The timing of the platform’s launch lines up with a period of international competition: the inaugural Nations Championship, women’s WXV series, Rugby’s Greatest Rivalry between the All Blacks and Springboks and the inaugural British and Irish Lions Women’s Tour in 2027.
It builds on the foundations established through NZR+, which attracted nearly 450,000 registered fans globally and helped more than double the audience of the All Blacks YouTube channel to 1.35 million.
Meanwhile, the Black Ferns YouTube channel has generated more than 20 million views since launch 10 months ago.
“Over the past three years we’ve learned a huge amount through NZR+, building an audience of dedicated fans and significantly growing our digital content reach. This platform takes those learnings and brings everything together in a permanent digital home designed for fans,” says Brown.
Powerful example
NZR+ evolves into NZR’s in-house production studio, continuing to produce original video content including the series ‘Behind the Fern’, giving fans behind the scenes access to their favourite teams’ and players’ stories.
Future development of the platform will include a personalised experience for users, allowing them to follow the teams and players they care about the most, and providing content and updates specific to their interests. The platform is underpinned by technology from global technology company Deltatre.
“The platform utilises our new Deltatre Nexus product. Combining the strengths of Deltatre’s editorial and OTT products into a single new product ecosystem, and New Zealand Rugby’s leadership in leveraging it sets a powerful example for ambitious rights holders everywhere,” says Deltatre chief revenue office Peter Bellamy.
