Author(s): Gregor Paul

Business & Management | Sports & Recreation

The story of global rugby's golden goose. This book tells the story of how the All Blacks have been commercialised in the professional age of rugby and the challenges that have come with the team having an enormous international profile, but a domestic market without the scale or means to monetise the brand. It also, just as importantly, details how this quest to make money and corporatise the All Blacks has impacted the performance mechanics of the team.