The New Zealand Rugby (NZR) governing body has tapped Endeavor Streaming, a subsidiary of the international entertainment agency giant, to deliver NZR+, its new global streaming platform covering exclusive behind-the-scenes content.

The free-to-subscribe platform, launched last month, covers the country's various representative rugby union national sides – the men's All Blacks, women's Black Ferns, All Blacks Sevens, Black Ferns Sevens, Māori All Blacks, and New Zealand Under 20s. It also hosts the All-Blacks Podcast, NZR’s Around the Ground Podcast, Small Blacks TV, and historical series.

NZR said the service will also enable it to engage with worldwide audiences and understand their fans on a deeper level, while also looking to grow future revenue streams as part of the organization’s digital marketing and content strategies.

NZR chief executive Mark Robinson said: “NZR+ is the result of a simple concept, to be more fan-centric. With the investment and technology capabilities of Silver Lake, alongside the collaboration across rugby especially within the All Blacks and Black Ferns team environments we have built a product that aims to unify and inspire at a global scale.

“NZR+ will evolve as fans engage with it, the platform and its content will adapt as we learn more about what works and what doesn’t. But right now, we are excited to share NZR+ with the world.”

The partnership adds to Endeavor Streaming’s growing list of sports clients which includes English soccer’s Tottenham Hotspur and English Football League, European soccer’s UEFA, North American soccer’s NWSL, the NHL’s Edmonton Oilers, wrestling's WWE, mixed martial arts' UFC, and American basketball NBA.

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By GlobalData

Pete Bellamy, Endeavor Streaming’s chief commercial officer, said: “The All Blacks are one of the most distinctive and recognizable sports brands in the world and this service provides fans with a new global destination to access content.

“Endeavor Streaming’s strategy and growth services team will also work closely with New Zealand Rugby to help deliver the strategic goals of the service on a worldwide basis. We are a proud partner of New Zealand Rugby and look forward to supporting them with this exciting new initiative.”

The partnership comes as the All Blacks prepare to start their campaign at the Rugby World Cup in France on Friday (September 8) when they will take on the host nation to open the tournament.

The upcoming World Cup will feature 20 teams with 48 matches played across 51 days. The final is set to be played at Stade de France in Paris on October 28.

Prominent pay-TV broadcaster Sky NZ holds rights in the country to show all matches live on its Sky Sport linear channel and Sky Sports Now streaming service.

Domestic news outlet Stuff will stream 12 matches live including the opening match between New Zealand’s All Blacks and France, a semi-final, and the final, as part of a partnership with Sky NZ.