All Blacks’ global appeal: How the team represents New Zealand abroad
Three years ago, I knew just two things about the All Blacks: they were one of the world’s best rugby teams and Jordie Barrett loved baked beans. And admittedly, I only knew the latter because Barrett spent an entire 20-minute interview talking about how much he loved the tinned staple.
It was charming, but as a celebrity culture-obsessed girl, the All Blacks occupied little space in my mind. To me, they played a game that determined whether the boys in my social group would be at Saturday night drinks on time or late. Sunday mornings, meanwhile, were when my brother would talk at me about rugby for what felt like hours while I nodded along and let my mind wander.
So, when I moved to London, despite having a rugby-mad partner, I assumed the All Blacks would take up even less brain space and have less charm. I have never been happier to be wrong because few things have made me prouder to be a Kiwi than realising how much the All Blacks mean to the rest of the world and what they say about us as a nation.
Tell someone in the UK or Europe you’re from New Zealand, and the response is almost always the same: a grin followed by “Go All Blacks!” I’ve heard it at passport control, from Uber drivers, restaurant waiters, tour guides and strangers at the bar. It’s often followed by an enthusiastic attempt at the haka, which almost everyone pronounces “heka”.
On match days, pubs overflow with fans of all nationalities. It’s not unusual to spot black jerseys across London and a quick chat with someone wearing one (or the opposing team jersey) is practically mandatory. You may not share a team or love of rugby, but on those days, everyone shares the passion.
Earlier this year, we watched one of the Springboks tests at a sports bar, and one South African supporter spent the game telling us the All Blacks were cheats who never got called out. When the Boks won, he doubled down, saying it was about time we got what we deserved, and we’d “finally be humbled” at next year’s World Cup.
Our group laughed it off and got on with our day. After all, it’s just a game. Except, living so far from home, I’ve come to realise it’s more than that.
In New Zealand, it’s easy to take the All Blacks for granted, but the further from home you are, the more you understand the weight they carry. They’re not just a rugby team we’re proud of; for so many people around the world, they represent New Zealand itself.
They embody our hard work, commitment, skill and sense of family and community. They’re a shorthand for who we are, and they make us look good.
It’s why Ardie Savea’s moment during the Greatest Rivalry Tour, when he brought the team together to stand with former captain Sean Fitzpatrick, was so special. It’s why some South Africans seem to love the All Blacks almost as much as their own team, and why people abroad light up when you tell them where you’re from.
Their legacy follows us, which is probably why Kiwis have no problem following them around the world. This November, a bunch of us are heading to Edinburgh to watch the boys play. We’ll throw on our merch, grab a Guinness and cheer as loudly as we can. When I called my younger brother to tell him our plans, he was jealous. Properly jealous – quite an achievement since he’s 16 and emotions aren’t exactly forthcoming at that age. He said he couldn’t wait to come over and experience it himself one day.
I hope he does because I want him to experience what I’ve learned: how the All Blacks are much more than a national team. They’re a little piece of home that travels with you, from a conversation starter with strangers to a reason to gather with your people; a direct link between New Zealand and the rest of the world.
And if 2023 me, who interviewed a Barrett brother, could see me now, she’d probably be equal parts shocked and impressed that the All Blacks not only have a huge say in my weekends, but that their charm is alive and well.