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Jockey All Blacks and All Blacks Sevens Sponsorship Announcment 3 February 2014

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Jockey All Blacks and All Blacks Sevens Sponsorship Announcment 3 February 2014 Jockey All Blacks and All Blacks Sevens Sponsorship Announcment 3 February 2014 PR Coverage to Date MEDIA DATE READERSHIP The NZ Herald Front Page 3 February 2014 473,000 MEDIA DATE READERSHIP The NZ Herald 3 February 2014 473,000 MEDIA DATE UBS The NZ Herald Online 3 February 2014 510,000 Breathe in, boys ... Carter steps aside for new breed of beefcake By Anna Leask 5:30 AM Monday Feb 3, 2014 New models from the All Blacks and All Blacks Sevens include (from left) Sherwin Stowers, Ben Smith, Tawera Kerr-Barlow, Gillies Kaka, Sam Whitelock, Liam Messam, Luke Romano, Tom Taylor and Tim Mikkelson. Tired of seeing Dan Carter in his undies? Didn't think so. But now, thanks to a major sponsorship deal with Jockey, you'll get to see more top rugby players showing off their modelling skills. Jockey has announced today a three-year sponsorship deal with the All Blacks and All Blacks Sevens teams. The contract will see the underwear brand as the official off-field underwear sponsor of both teams. Jockey has also announced that Carter, the original rugby poster boy, has been given the role of Jockey International Global Ambassador. He says he'll be stepping away from the camera to become a spokesman for the company. "The timing is right for the All Blacks and All Black Sevens to take it from here," said Carter. A marketing expert said Jockey was obviously keen to have the All Blacks' success rub off on the company and help create a bigger brand presence and more sales. Jockey invited the Herald to the first shoot to speak to the first wave of players to hit the studio in their undies. Not long after New Year, the players were a tad nervous about their form and the effects of Christmas excess. All Black Ben Smith - who was with team mates Tom Taylor and Tawera Kerr-Barlow - said it was reassuring having "safety in numbers". "It made us feel quite comfortable. It's been quite enjoyable." Teammates Liam Messam, Luke Romano and Sam Whitelock watched on, waiting for their turn in front of the camera after the lunch break. "It's definitely the first time I've ever done anything like this," said Whitelock. "It looks like a bit of fun. My girlfriend wants copies of the photos today for some reason, but she'll just have to wait. She's really supportive ... I was wavering a wee bit but she was one of the ones who pushed me along." Dr Lisa McNeill, associate professor of marketing at the University of Otago, said the sponsorship was a "great fit" and probably worth millions of dollars. Jockey were trying to appeal to the mass, middle New Zealand market of males and women who purchased male underwear. "The All Blacks are the most visible celebrities in the New Zealand market." - NZ Herald MEDIA DATE CIRC/UBS The Edge Homepage 3 February 2014 9,000 MEDIA DATE CIRC/UBS The Edge Online 3 February 2014 9,000 Mon-03-Feb-14 06:46 Hellooo boys! Jockey has got the All Blacks down to their underwear again, today announcing their new sponsorship with the All Blacks and All Blacks Sevens. The news comes alongside an announcement from Dan Carter, which will see him take on a Global Ambassador role for the Jockey International brand, having paved the way for his fellow All Blacks team members to take over the reins. The three year sponsorship will see the boys in the new Jockey Winter 2014 range. Read more: http://www.theedge.co.nz/The-All-Blacks-strip-down-to-just-their-Jockeys-in- new-HOT-campaign/tabid/102/articleID/29967/Default.aspx#ixzz2sIFsWFiL MEDIA DATE FOLLOWERS LIKES SHARES The Edge Facebook 3 February 2014 129,000 2,259 174 MEDIA DATE LISTENERS The Edge Broadcast 3 February 2014 244,400 See attached in email MEDIA DATE VIEWERS Seven Sharp 3 February 2014 513,800 http://tvnz.co.nz/seven-sharp/s2014-epmonday-video-5822742 MEDIA DATE VIEWERS One News 3 February 2014 630,200 http://tvnz.co.nz/one-news/s2014-epmonday-video-5823007 MEDIA DATE Unique Browsers per week TVNZ Online 3 February 2014 439,108 New ABs steal Dan Carter's Jockeys Published: 6:47AM Monday February 03, 2014 Source: ONE News New ad: Sherwin Stowers, Ben Smith, Tawera Kerr-Barlow, Gillies Kaka, Sam Whitelock, Liam Messam, Luke Romano, Tom Taylor and Tim Mikkelson. - Source: Jockey Dan Carter has been stripped of his Jockey's by a younger breed of All Blacks. Jockey has announced today that it will be the official off-field underwear sponsor of both the All Blacks and All Blacks Sevens teams, meaning you will get to see more of rugby's best. The new three-year sponsorship deal will see Carter step away from the camera and into a more sideline role as the Global Ambassador for Jockey International. "The timing is right for the All Blacks and All Black Sevens to take it from here," the 31-year- old says. Tim Wheeler, President of Jockey International says they are excited about Carter's new role. "We've enjoyed a long and happy 10 year partnership with Dan Carter, and are delighted to see him take up a role as a Global Ambassador for Jockey International. "Dan is an integral part of the fabric of Jockey internationally and has played a key role both within New Zealand and abroad." Advertisement Jockey has posted a picture of the new-look ad online today, saying: "There are not many who can lay claim to getting a team of world famous rugby players down to their underwear, but at Jockey we've done just that." It features Sherwin Stowers, Ben Smith, Tawera Kerr-Barlow, Gillies Kaka, Sam Whitelock, Liam Messam, Luke Romano, Tom Taylor and Tim Mikkelson. New Zealand Rugby Chief Executive Steve Tew says: "It's great to see a partnership between a brand Kiwis love and their favourite rugby teams." What do you think of Jockey's decision? Was it time for Dan to step aside? MEDIA DATE Unique Browsers per week Stoppress Homepage 3 February 2014 7,129 MEDIA DATE Unique Browsers per week Stoppress 3 February 2014 7,129 Black jerseys hit the floor as Jockey lands All Blacks sponsorship deal By Damien Venuto We’ll be seeing a lot more of the nation’s rugby stars in their tighty-whities now that Jockey has signed a three-year sponsorship deal with the All Blacks and the All Blacks Sevens. This is, however, not the first time that the American company has gotten behind the black jersey. Vintage YouTube footage of an old Jockey ad provides an interesting snapshot of how the concept of masculinity has evolved over time. The announcement of the deal coincides with a new Jockey campaign that features the members of the respective teams clad only in their underwear for in-store promotions at Rebel Sport, Farmers and other independent retailers, as well as online on Jockey’s new website. This sponsorship deal serves as a follow-on from the ten-year endorsement relationship that Jockey has had with Dan Carter, who will now shift into the new role of global ambassador for the Jockey international brand. In his new role, Carter will no longer be required to appear in the promotional material. “The timing is right for the All Blacks and All Black Sevens to take it from here,” he says. “I wish them the very best in the new partnership and … I'm looking forward to watching the boys sweat, pre the Jockey shoot day." “It’s great to see a partnership between a brand Kiwis love and their favourite rugby teams,” says New Zealand Rugby chief executive Steve Tew. “We welcome Jockey to our group of sponsors and we’re sure they, like all our sponsors, will be passionate supporters of our game.” But Jockey may find it difficult to stand out in this well-populated group of sponsors, which already includes AIG, Duracell, Steinlager, Unilever, Ford and Adidas. Frustrated by the lack of exposure it was receiving, Telecom pulled the plug on its All Blacks sponsorship deal in December last year. “For Telecom, the All Blacks sponsorship didn’t work,” said Kellie Nathan, the former general manager of Telecom. “We didn’t feature strongly enough in our tracking as an All Blacks sponsor to get the attribution we needed to justify the investment. There are so many others involved who have done a lot of work to build up a presence. So rather than be one of many, we said let’s own something and develop it from the grassroots up.” Then again, given that Jockey has previously managed to cause traffic problems in France with its billboards, the underwear brand might not find it all that difficult to get noticed. MEDIA DATE Unique Browsers per week Campaign Brief Homepage 3 February 2014 5,841 MEDIA DATE Unique Browsers per week Campaign Brief 3 February 2014 5,841 Jockey announces official sponsorship of All Blacks + All Blacks Sevens - coincides with launch of integrated campaign via Host, Sydney Monday 03, February 2014 at 11:29 AM by CB Comments (0) There's not many who can lay claim to getting a team of rugby players down to their underwear, but Jockey has done just that, today announcing their new sponsorship with the All Blacks and All Blacks Sevens. The three year sponsorship, will see the iconic underwear brand as the official off-field underwear sponsor of both teams.
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