Building on the previous All Blacks Tours partnership, STH will now offer both travel and hospitality experiences for rugby fans in NZ and across the world.
This expands their rugby offering, reimagining every part of the fan experience, and is aptly named All Blacks and Black Ferns Travel and Hospitality. This consolidation of travel and hospitality to one exclusive provider aims to accelerate growth and strengthen the relationship between the All Blacks, Black Ferns, Māori All Blacks, All Blacks XV, and their fans.
“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. 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,” says Chris John, Chief Executive Officer of STH Group.
“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.”
An innovate range of future products to support this new partnership include The 1905 Club, a high-end exclusive event at All Black fixtures. This includes sophisticated food and beverage packages, premium seats with the best possible view of the game, entertainment, and guest speakers pre- and post-match.
Yarnie Guthrie, GM Commercial at NZR says: “This expansion and continuation of our partnership is really about our fans. 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.”
STH has previously delivered five Rugby World Cup experiences and tours programmes and has worked with New Zealand Rugby for the past 12 years on All Blacks Tours. STH is a global leader in sports travel and hospitality and is proudly part of Sodexo Live!.