NZR+
Technology
How do you bring the best of New Zealand rugby to the rest of the world?
Rugby in New Zealand is more than a game, it’s a way of life. Their performance on the field is unmatched, players command respect both at home and abroad, and the spirit of the sport has been stitched into the country's culture. And now, rugby lovers globally will have a brand-new way to engage—with access to exclusive behind-the-scenes content, interviews, classic matches, and original documentaries on a brand-new platform from New Zealand Rugby, NZR+
Services
Brand strategy and identity design
Inspired by New Zealand
The entire platform was developed with a deep respect for New Zealand, the players, and the fans. Black is naturally front-and-centre, but it’s highlighted with greens and purples borne from the Pāua shell which is unique to the country. And if you look closely at the logo, you can see a hint of the famous fern—synonymous with sport in New Zealand—as well as a cheeky kiwi hidden in the ‘R’.
Made for fans
The platform is made to be a great experience for all types of fans. The ones that bleed black, and people who might tune in once every World Cup. So, the brand needed to capture the feeling of not only the big hits and the big wins, but the passion and dedication from people behind the scenes, the highs as well as the lows, as well as a distinctly Kiwi sense of humour.
Results:
Since the launch of NZR+ in August 2023, the All Blacks You Tube channel has seen unprecedented growth, surging 79 percent from 560,000 subscribers in August 2023 to 1 million in December 2024—a gain of 440,000 subscribers.
Fundamentally, NZR+ is made for fans. We hope this is an opportunity to feel closer to the game than ever before, and all the content on our platform is picked to do exactly that. It was a real joy to work on it with Re to bring our vision to life.
Kerry McKenzie, Head of Brand at New Zealand Rubgy
