New Zealand Rugby (NZR) has secured a new sponsorship deal with Toyota, replacing Ineos as the official sponsor of the All Blacks’ training kit.

This move follows a legal dispute with Ineos, which had been the official performance partner since 2022 but terminated the agreement three years early. (Jim Ratcliffe blames ‘deindustrialisation’ for breakdown of All Blacks deal)

Background on the Ineos Sponsorship

In July 2021, NZR announced a six-year partnership with Ineos, a global chemicals company owned by British billionaire Sir Jim Ratcliffe.

The deal, valued at £22 million, included Ineos branding on the All Blacks’ playing shorts and training jerseys, as well as on the uniforms of other national teams.

The partnership aimed to leverage Ineos’s expertise in high-performance sports, drawing from its involvement in Formula 1, cycling, sailing, and football . (NZ Rugby launches legal action against INEOS alleging sponsorship agreement breach | RNZ News, New Zealand Rugby takes legal action against former sponsor INEOS, New Zealand Rugby announce six-year partnership with INEOS | NZ Rugby)

However, in January 2025, Ineos informed NZR of its decision to exit the agreement effective from January 1, 2025, citing financial pressures due to high energy costs and substantial carbon taxes in Europe.

The company failed to pay the first installment of the 2025 sponsorship fee, leading NZR to initiate legal proceedings to protect its commercial interests . (Ineos blames ‘deindustrialisation of Europe’ for ending All Blacks deal, New Zealand Rugby taking legal action against Ineos over sponsorship walkout)

The Toyota Partnership

In response to the termination of the Ineos deal, NZR has entered into a new sponsorship agreement with Toyota.

The Japanese automaker will now feature its branding on the All Blacks’ training jerseys, replacing Ineos.

This partnership aligns with NZR’s commitment to fostering relationships with global brands that share its values and vision for the future of rugby.

(Manchester United’s co-owners Ineos sued by New Zealand Rugby as bombshell statement is released, New Zealand Rugby takes legal action against former sponsor INEOS, New Zealand Rugby announce six-year partnership with INEOS | NZ Rugby)

Implications for New Zealand Rugby

The transition from Ineos to Toyota represents a significant shift in NZR’s commercial partnerships. While the Ineos deal was lucrative, the early termination posed financial challenges for NZR.

The new agreement with Toyota provides an opportunity to establish a long-term partnership with a reputable global brand, potentially offering greater stability and alignment with NZR’s sustainability goals. (Manchester United’s co-owners Ineos sued by New Zealand Rugby as bombshell statement is released)

NZR’s proactive approach in securing the Toyota partnership demonstrates its resilience and commitment to maintaining strong commercial relationships despite unforeseen challenges. The All Blacks’ training kit will now proudly display Toyota’s branding, symbolizing a new chapter in NZR’s journey.