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

PR Coverage to Date

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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

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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

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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."

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?

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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.

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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. This coincides with the launch of an integrated marketing campaign via Host, Sydney featuring members of the All Blacks, and All Blacks Sevens - in their Jockeys of course.

"We are excited to embark on the next chapter with the All Blacks and All Blacks Sevens sponsorship. The players are leaders in their field, so it¹s only right that New Zealand¹s favourite underwear brand is building on a partnership with the world¹s greatest rugby teams," says Jane Lawry, Jockey Marketing Manager.

The relationship is further evidence of the Jockey's long term support of Dan Carter and now New Zealand rugby. "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."

"We are really pleased to be in a partnership between a brand Kiwis love and their favourite rugby teams. We welcome Jockey to our group of sponsors and we're sure they, like all our sponsors, will be passionate supporters of our game, while also of course closely supporting some of our great players on the field."

Says Tim Wheeler, president of Jockey International: "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. We're excited that his new role will see him working more closely with the international Jockey team across the globe".

Dan Carter is excited to see his partnership with Jockey step up to a whole new level: "My new role will see me stepping away from the camera and becoming a global spokesperson for Jockey International. The timing is right for the All Blacks and All Black Sevens to take it from here, I wish them the very best in the new partnership and am confident it will be as rewarding as my own Jockey experience. I'm looking forward to watching the boys sweat, pre the Jockey shoot day," he says.

The new campaign will showcase the All Blacks and All Blacks Sevens in the new Jockey Winter 2014 range, available in Rebel Sport, Farmers and independent retailers and at the new online storejockeynz.co.nz.

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More All Blacks in their undies!

AIMEE GULLIVER Last updated 12:32 03/02/2014

Jockey NZ THE LADS: From left to right ... Sherwin Stowers, Ben Smith, Tawera Kerr-Barlow, Gillies Kaka, Sam Whitelock (we did NOT know he was packing those abs), Liam Messam, Luke Romano, Tom Taylor and Tim Mikkelson.

Dan Carter's days as an underwear model are numbered - but the rest of the All Blacks are ready and willing to step into the breach. Thank the heavens!

Jockey today announced a three-year sponsorship deal with the All Blacks and Sevens All Blacks.

The brand will become the official off-field underwear sponsor of both teams, coinciding with the launch of a marketing campaign featuring players from both teams - in their undies, of course. The new poster boys include Liam Messam, Sam Whitelock and Luke Romano.

New Zealand Rugby Chief Executive Steve Tew said the relationship was further evidence of the Jockey's long- term support of Dan Carter and now New Zealand rugby.

"It's great to see a partnership between a brand Kiwis love and their favourite rugby teams," Tew said.

Poster-boy Carter will take on a global ambassador role for the Jockey International brand, leaving his fellow All Blacks to step into gear locally. Jockey International president Tim Wheeler said Carter was an "integral part of the fabric of Jockey internationally and has played a key role both within New Zealand and abroad".

"We're excited that his new role will see him working more closely with the international Jockey team across the globe," he said.

Carter said he was excited to see his partnership with Jockey step up to a new level.

"My new role will see me stepping away from the camera and becoming a global spokesperson for Jockey International," he said.

"I'm looking forward to watching the boys sweat, pre the Jockey shoot-day!"

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Jockey teams up with All Blacks

MICHAEL FOREMAN Last updated 14:02 03/02/2014

The New Zealand Rugby Union has signed a sponsorship deal with underwear company Jockey for the All Blacks and All Blacks Sevens rugby teams.

Jockey will become the All Blacks' "official off-field underwear sponsor" for three years, the NZRU said, but the financial terms of the deal have not been disclosed.

Last year the NZRU posted an operating surplus of $3.2 million, its first since 2008, largely helped by a five year sponsorship signed with insurance company AIG in 2012 for a reported $80 million.

NZRU spokesperson Mike Jaspers said Jockey's sponsorship would allow the company to use nine All Blacks players in a marketing campaign but its logo would not be appearing on players' shirts.

"It's simply the prestige of being the official off-field underwear sponsor," he said.

Commercial sponsorship is playing an increasingly important part in rugby funding at both the national and provincial level as match-related revenue has declined. A financial review of the 14 rugby unions competing in the provincial ITM Cup, conducted by Deloitte in 2012, showed grants and sponsorship revenue accounted for $48.2 million of a total revenue of $68.4m in the 2011 financial year.

Meanwhile total match-related revenue fell more than 50 per cent in the previous five years to just $8.8m in 2011, Deloitte said.

According to NZRU's annual report for the year to December 31 2012, its commercial income was $76.6m compared with $17.9m from fixtures and tours.

NZRU's longest-standing sponsors include brewer Lion and car maker Ford, which have been associated with the All Blacks for 27 and 17 years respectively.

New Zealand Rugby chief executive Steve Tew said: "New Zealand Rugby is in the very fortunate position of having the support of a diverse group of national and global sponsors including principal partner Adidas, Sky Television and major global sponsor AIG.

"These partnerships mean our income is secured for the medium term, which is great news for all of New Zealand rugby."

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Jockey to sponsor All Blacks and All Blacks Sevens

Spark Activate, FuseworksFebruary 3, 2014, 8:53 am Post Comment 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. This coincides with the launch of an integrated marketing campaign featuring members of the All Blacks, and All Blacks Sevens - in their Jockeys of course. "We are excited to embark on the next chapter with the All Blacks and All Blacks Sevens sponsorship. The players are leaders in their field, so it's only right that New Zealand's favourite underwear brand is building on a partnership with the world's greatest rugby teams," says Jane Lawry, Jockey brand manager. The relationship is further evidence of the Jockey’s long term support of Dan Carter and now New Zealand rugby. "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. "We are really pleased to be in a partnership between a brand Kiwis love and their favourite rugby teams. We welcome Jockey to our group of sponsors and we’re sure they, like all our sponsors, will be passionate supporters of our game, while also of course closely supporting some of our great players on the field." The announcement 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 the reins locally. Tim Wheeler, President of Jockey International says, "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. We’re excited that his new role will see him working more closely with the international Jockey team across the globe." Dan Carter is excited to see his partnership with Jockey step up to a whole new level, "My new role will see me stepping away from the camera and becoming a global spokesperson for Jockey International. "The timing is right for the All Blacks and All Black Sevens to take it from here, I wish them the very best in the new partnership and am confident it will be as rewarding as my own Jockey experience. I'm looking forward to watching the boys sweat, pre the Jockey shoot day!" he says.

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Jockey Official Sponsor of All Blacks and All Blacks Sevens Monday, 3 February 2014, 10:32 am Press Release: Jockey

Media Release 3rd February 2014

Jockey Announces Official Sponsorship of the All Blacks and All Blacks Sevens

• Jockey – Official Partner of the All Blacks and All Blacks Sevens • Off-field underwear of the All Blacks and All Blacks Sevens • Dan Carter to become Jockey International Global Brand Ambassador

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. This coincides with the launch of an integrated marketing campaign featuring members of the All Blacks, and All Blacks Sevens - in their Jockeys of course.

“We are excited to embark on the next chapter with the All Blacks and All Blacks Sevens sponsorship. The players are leaders in their field, so it¹s only right that New Zealand¹s favourite underwear brand is building on a partnership with the world¹s greatest rugby teams,” says Jane Lawry, Jockey Marketing Manager.

The relationship is further evidence of the Jockey’s long term support of Dan Carter and now New Zealand rugby. “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.” “We are really pleased to be in a partnership between a brand Kiwis love and their favourite rugby teams. We welcome Jockey to our group of sponsors and we’re sure they, like all our sponsors, will be passionate supporters of our game, while also of course closely supporting some of our great players on the field.”

The announcement 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 the reins locally. Tim Wheeler, President of Jockey International says, “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. We’re excited that his new role will see him working more closely with the international Jockey team across the globe".

Dan Carter is excited to see his partnership with Jockey step up to a whole new level, “My new role will see me stepping away from the camera and becoming a global spokesperson for Jockey International. The timing is right for the All Blacks and All Black Sevens to take it from here, I wish them the very best in the new partnership and am confident it will be as rewarding as my own Jockey experience. I'm looking forward to watching the boys sweat, pre the Jockey shoot day!" he says.

ENDS

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Jockey to sponsor All Blacks and All Blacks Sevens

Monday, 3 February, 2014 - 08:53 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. This coincides with the launch of an integrated marketing campaign featuring members of the All Blacks, and All Blacks Sevens - in their Jockeys of course.

"We are excited to embark on the next chapter with the All Blacks and All Blacks Sevens sponsorship.

The players are leaders in their field, so it¹s only right that New Zealand¹s favourite underwear brand is building on a partnership with the world¹s greatest rugby teams," says Jane Lawry, Jockey Marketing Manager.

The relationship is further evidence of the Jockey’s long term support of Dan Carter and now New Zealand rugby. "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."

"We are really pleased to be in a partnership between a brand Kiwis love and their favourite rugby teams. We welcome Jockey to our group of sponsors and we’re sure they, like all our sponsors, will be passionate supporters of our game, while also of course closely supporting some of our great players on the field."

Tim Wheeler, President of Jockey International says, "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. We’re excited that his new role will see him working more closely with the international Jockey team across the globe".

Dan Carter is excited to see his partnership with Jockey step up to a whole new level, "My new role will see me stepping away from the camera and becoming a global spokesperson for Jockey International. The timing is right for the All Blacks and All Black Sevens to take it from here, I wish them the very best in the new partnership and am confident it will be as rewarding as my own Jockey experience. I'm looking forward to watching the boys sweat, pre the Jockey shoot day!" he says. MEDIA DATE FOLLOWERS One News Twitter 3 February 2014 38,353

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