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THE ALL BLACKS
Page 20
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There is no doubt that in sponsoring the All Blacks, Iveco has allied tself with a powerful force representing the best in global sports. There was much talk of strength, performance and team spirit, but while the All Blacks may be ahead of their competition, Iveco is not either in terms of sales or horsepower.
The sponsorship runs for a minimum of four years, and guarantees Iveco two annual tournaments one being the Stralis Cup to be played between France and New Zealand over two matches. But there is no branding on the player's kit, which will undoubtedly weaken the impact of the deal.
Furthermore, it is hard to see how this will play in Iveco's coveted Far East markets particularly China, India and Japan where the interest in rugby is not at the saturation level it has reached in the Western hemisphere. And while research suggests the All Blacks name is known in those countries, it is hard to trust research undertaken in cultures where it is considered rude to say no.
The real message behind this talk of passion for winning and team spirit may be directed at Iveco's somewhat undermotivated heavy dealer network. Asked whether the sponsorship was intended to imbue the dealership with a warrior spirit, UK managing director Chris Thorneycroft-Smith said: "Yeah, it sends them a message: get off your arse and do something."