Where there is rugby, there is often beer, as anyone who’s visited the clubrooms after a game anywhere in New Zealand could probably well attest. And Lion and Tangible Media’s NZ Rugby World have joined forces to put out a special collector’s edition that takes an in-depth look at the All Blacks’ tremendous achievements over the past 25 years and is sponsored exclusively by Steinlager to coincide with the 25th anniversary of its support of the All Blacks and the launch of its new ‘We Believe’ campaign.
While the distinct lack of William Webb Ellis trophies in that time certainly sticks in our rugby-loving nation’s craw, there are few, if any, sports teams that can match the All Blacks’ record over the past 25 years. Since 1986, the team has won 81 percent of its games and, as far as sports brands go, it has been estimated the national team is worth about same as Manchester United or Ferrari.
For Steinlager, it’s obviously a great team to be associated with and Steinlager’s premium beer marketing manager Todd Gordon says the magazine, which was pitched to them by Tangible, is a great way to clearly illustrate the unwavering support it has given the team and to show how the game has changed in that time.
Gordon says the magazine is all part of a simple strategy this year to get fans excited about supporting the All Blacks and to really ram home the longevity of its sponsorship, something he says gives it a point of difference over all the other sponsors clamouring for attention.
In recent times, Lion’s focus has been on Steinlager Pure and, given its success, rightly so. But the fact and picture-filled magazine (12,000 will be sold in the standard retail outlets and Lion has purchased 12,000 more to use as a promotional tool instore) as well as the above-the-line campaign aims to appeal to the heartland Steinlager drinker. The white can, he says, really strikes a chord with these passionate long-serving All Blacks/Steinlager fans (or what Gordon calls the “classic adorers”) and there have been calls for its return for years, so it made sense to bring it back on the 25th anniversary.
Gregor Paul, editor of NZ Rugby World (Paul won supreme editor of the year award recently and NZ Rugby World was named Supreme Magazine of the Year), hopes the publication will be as much fun to read as it was to put together.
“The journey is moving, epic in places and nearly always joyous,” he says. “There might be room to debate the selections and the analysis of each year, but we will all agree there is every reason to celebrate what has been probably the best 25 years of an already incredibly successful history.”
The special edition of NZ Rugby World is on sale now.