Dissertation: Over the last century, how have the All Blacks managed to sustain global domination in World Rugby and can this success be maintained over the next 100 years?
Name: Lucy Yates
Role & company: Brand Approvals and Rights Manager, World Rugby
Dissertation length: 14,333 words
Introduction:
This dissertation investigates how the New Zealand All Blacks have achieved and maintained global dominance in rugby over the past 100 years, and whether this success can be sustained for the next century. The All Blacks are not only the most successful international rugby team by win percentage but also stand as a cultural symbol within New Zealand. The work explores a multifaceted combination of history, culture, purpose, and strategy that underpins their sustained excellence. It also questions whether emerging global changes in sport, politics, and finance could threaten their future supremacy.
Key findings:
Historical Legacy and Cultural Integration: The All Blacks’ legacy dates back to early 20th-century dominance, most notably through the 'Originals' and 'Invincibles'. Their strength is deeply tied to New Zealand’s identity, particularly through the integration of Māori and Pacific Island cultures.
Values-Driven Culture: A clearly articulated purpose—“to be the best team that has ever played the game”—anchors the team’s ethos. Their culture is built around accountability, humility, and the use of storytelling, exemplified by the haka and strong internal values.
Decision-Making and Adaptability: The All Blacks excel at combining data-informed preparation with instinctive, in-game decision-making. Their consistent questioning of norms fosters an adaptive strategy, helping them remain ahead of rivals.
The All Blacks as a Movement: Beyond being a team or brand, the All Blacks function as a movement with a transnational following. Grassroots development like ‘Rippa Rugby’ sustains future talent, while their cultural appeal draws global admiration.
Commercialisation and Global Threats: While the All Blacks’ mystery and disciplined brand offer strength, pressures from global media, private investment, and the rise of rugby in emerging markets (USA, Japan) could dilute their cultural integrity and competitive edge.
Conclusion:
The All Blacks' century-long dominance in rugby stems from their ability to embed deep cultural meaning into sport, enabling long-term adaptability and resilience. Their success lies not just in technical skill but in their values-based culture, national identity alignment, and the creation of a global movement. However, sustaining this in the face of commercial, societal, and geopolitical shifts remains uncertain. The next 100 years will test whether this unique blend of culture, purpose, and performance can continue to outpace the evolving global rugby landscape.
This dissertation was part of the MA Leadership in Sport course, co-delivered between the Institute of Sports Humanities and the University of Buckingham, educating current and future leaders.