The commercial millions behind the ABs
From Weet-bix to Whittakers, air travel to Adidas - All Blacks endorsements are everywhere. You can now be All Blacks all the time.
If they retain the World Cup, the union will be in for a big pay-day. It's not just from the jersey sales but from companies clamouring to put the silver fern on their products.
The commercial arm of our beloved national team now makes up close to three quarters of all of New Zealand Rugby's income.
This includes sponsorships, endorsements and merchandise. It's worth tens of millions of dollars each year and all built on the back of the black jersey.
It's the silver fern with a golden lining.
Story investigates and breaks down the numbers keeping the boys on the field.
Watch the video for the full Story report.