New Zealand Rugby has extended its relationship with London-headquartered Sports Travel and Hospitality Group (STH), which will now solely deliver premium All Blacks experiences for rugby fans.
Building on the previous All Blacks Tours partnership, STH will now offer travel and hospitality experiences for rugby fans in New Zealand and across the world. Named All Black and Black Ferns Travel and Hospitality, the four-year partnership aims to consolidate travel and hospitality offerings to one exclusive provider, strengthening the relationship between the All Blacks, Black Ferns, Māori All Blacks, All Blacks XV and their fans.
A range of products and options will be introduced, including The 1905 Club, a high-end exclusive event at All Black fixtures. This includes food and beverage packages, premium seats with great views, entertainment and guest speakers.
“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,” said Chris John, chief executive of STH Group.
“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.
“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.”
STH has previously delivered five Rugby World Cup experiences and tour programmes, and has worked with New Zealand Rugby for the last 12 years on All Blacks Tours.
“This expansion and continuation of our partnership is really about our fans,” said Yarnie Guthrie, general manager of commercial at New Zealand Rugby.
“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.”