New Zealand Rugby and Xero announce multi-year partnership

The partnership sees Xero become the Official Small Business Accounting Platform Partner of New Zealand Rugby, reinvesting back into the communities and talent that fuelled its growth - starting with the development of its own teams in New Zealand and globally.

A core pillar of the partnership is access to the All Blacks Performance Labs, where Xero employees will benefit from bespoke leadership and capability programmes drawn directly from world‑class sporting performance.

These programmes are designed to translate elite insights on mindset, resilience, high‑performance  and teamwork into everyday leadership skills that strengthen Xero from the inside out.

Bridget Snelling, Country Manager – Aotearoa New Zealand at Xero, said: “This partnership celebrates the spirit of Aotearoa New Zealand: innovation, a drive to compete and win globally, and the discipline required to build championship teams.”

“We are so proud of Xero’s Kiwi heritage. Partnering with New Zealand Rugby and its iconic teams like The All Blacks and Black Ferns who represent New Zealand on the world stage felt like a natural fit.”

Chris Brown, Chief Commercial Officer at New Zealand Rugby, said the partnership reflects alignment between two globally recognised Kiwi organisations.

“Xero has built a global business by backing small businesses and the communities they support, the same communities that sit at the heart of rugby in Aotearoa.”

“With strong New Zealand roots and international ambition this partnership creates meaningful opportunities to connect with small business owners and deliver commercial value that extends well beyond the field.”

The collaboration also has a strong business focus, with Xero providing a discounted ‘All of Rugby’ licence to support clubs, provinces and rugby organisations with their financial management and productivity.

Through content collaboration with the All Blacks and Black Ferns, exclusive events, hospitality experiences at Test matches and player engagement, the partnership will create unique opportunities for Xero’s employees, customers and partners to connect with the world of high‑performance sport.

“We want our community and our people to experience the synergy between Xero, the All Blacks and the Black Ferns up close – the standards, global ambition and championship‑team mindset that’s palpable on game day,” says Snelling.