AUCKLAND: Lion Nathan's Steinlager is backing away from its sole sponsorship of the All Blacks rugby team, leaving the door open for a new brand.
In a statement from the New Zealand Rugby Union, deputy chief executive Steve Tew said Lion Nathan will step down as major sponsor of the All Blacks in 2008, "or earlier by agreement".
“Steinlager remains an unconditional supporter of the All Blacks and the decision to step aside as major sponsor allows the NZRU to pursue a strategic direction for increased brand presence of the All Blacks in Europe and Asia,” Tew said.
“We are already in the marketplace seeking a global organisation keen to be aligned with the most recognised name in world rugby.”
Steinlager, which has worked with the All Blacks for the past 20 years and became major sponsor in 2003, is not dumping the All Blacks completely. Instead it has announced an extension of its general sponsorship up until 2010.
In retreating from its major sponsor position, however, it leaves the door open for another brand to come on board in the lead-up to what Tew predicted will be a “huge year for the All Blacks in 2007” at the Rugby World Cup in France.
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