New Zealand Rugby partners with Sports Travel and Hospitality Group to offer global fans innovative and authentic rugby experiences
New Zealand Rugby (NZR) and Sports Travel and Hospitality Group (STH) have today announced a new four-year partnership to deliver premium, authentic and innovative experiences for rugby fans.
Building on the previous All Blacks Tours partnership, STH will now offer both travel and hospitality experiences for rugby fans in NZ and across the world. This expands their rugby offering, reimagining every part of the fan experience, and is aptly named All Blacks and Black Ferns Travel and Hospitality.
This consolidation of travel and hospitality to one exclusive provider aims to accelerate growth and strengthen the relationship between the All Blacks, Black Ferns, Māori All Blacks, All Blacks XV, and their fans.
“It’s incredibly exciting for us to be the exclusive supporters travel and hospitality provider for the All Blacks and Black Ferns for the next four years, and we can’t wait for commercial partners, corporate guests and fans from all over the globe to see what experiences we can deliver for them. We can offer everything from hospitality, travel packages and travel logistics, to once-in-a-lifetime experiences for fans of this great game and these world-class teams,” says Chris John, Chief Executive Officer of STH Group.
“This partnership gives us the opportunity to harness the intersection of sport and entertainment, to bring people from around the world together and increase the awareness of rugby globally.”
An innovate range of future products to support this new partnership include The 1905 Club, a high-end exclusive event at All Black fixtures. This includes sophisticated food and beverage packages, premium seats with the best possible view of the game, entertainment, and guest speakers pre- and post-match.
Yarnie Guthrie, GM Commercial at NZR says: “This expansion and continuation of our partnership is really about our fans. STH has already taken fans to 35 cities in 14 countries to engage with and support the All Blacks, Black Ferns and our Sevens teams while delivering All Blacks Tours. We know they are ready to take this to the next level as we look forward to a busy year of rugby here in NZ, and offshore, including ‘The Rematch’ between the All Blacks and Ireland in Chicago in November 2025.”
STH has previously delivered five Rugby World Cup experiences and tours programmes and have worked with New Zealand Rugby for the past 12 years on All Blacks Tours. STH is a global leader in sports travel and hospitality and is proudly part of Sodexo Live!.
For more information:
About Sports Travel & Hospitality (STH)
STH connects fans with the heart of the action at the world’s biggest sporting events. With three decades of expertise and offices in the UK, Australia, and New Zealand, STH delivers comprehensive hospitality and travel programmes, enhancing customer experience and driving growth for sports rights holders. Past projects include five Rugby World Cups, London 2012, Tokyo 2020, the Australian Open, and ICC tournaments.
About Sodexo Live!
Sodexo Live! manages prestigious convention, cultural, and sporting venues and major events all over the world. With 40,000 employees and 500 sites, Sodexo Live! offers clients a range of bespoke catering, sales, and event management services, helping to transform the consumer experience into unforgettable memories. Sodexo Live! commits to unlocking customers’ full potential while favouring local communities. Sodexo Live! contributes to the success of prestigious events such as Royal Ascot, the Tour de France, the Rugby World Cup and the recent Paris 2024 Games, and showcases exceptional venues such as the Eiffel Tower Restaurants, Bateaux Parisiens, Yachts de Paris, the Royal Academy of Arts in London, , Hard Rock Stadium, the Scottish National Gallery, and the Hollywood Bowl in Los Angeles.
About New Zealand Rugby
New Zealand Rugby (NZR) strives to inspire and unify through rugby. Since 1892, NZR has led, supported and grown New Zealand’s national game at all levels. From ensuring rugby is at the heart of Kiwi communities to engaging, fan-centric competitions and content, and Teams in Black* representing New Zealand with mana, our goal is to be world-leading on and off the field. We’re guided by our Rugby Way values, which ensure we put the game and the people who love it at the heart of everything we do. *NZR’s Teams in Black – All Blacks, Black Ferns, All Blacks Sevens, Black Ferns Sevens, Māori All Blacks, All Blacks XV, and New Zealand Under 20s.
