The gift that’s wearing thin
Sale of Black Ferns jerseys deemed a ‘commercial risk’
There’s a reason you won’t be receiving a Black Ferns jersey this Christmas. Money.
It’s not that the jersey will cost you a buck or two – it’s not even for sale. The official word from New Zealand Rugby is that the jerseys don’t sell so it would be a commercial risk to try.
NZR merchandise is sold under the ‘teams in black’ brand and most are represented in stores throughout New Zealand, but Black Ferns merchandise is available only in children’s sizes.
The New Zealand Ma¯ ori rugby team has an entire range of shirts and T-shirts on sale for fans, as do the New Zealand men’s sevens, the Black Ferns sevens and the All Blacks – all sold through major partner adidas.
However, the Black Ferns have not had a jersey on the market since 2017 when they won the Women’s Rugby World Cup.
Asked why, NZR said it comes back to commercial value, and the jerseys just don’t sell.
‘‘We have been putting product in the market and just trying to find that commercial value between supply and demand.’’
‘‘Given the modesty of sales over the last couple of years we have to be mindful about when we bring product in and how often,’’ NZR chief operating officer Nicki Nicol said.
NZR could not provide numbers of jerseys sold in 2017, saying it was commercially sensitive.
Nicol said the numbers were low and NZR could not justify reproducing the women’s jersey this year, or next year, but will do so in time for New Zealand’s hosting of the 2021 World Cup.
‘‘I haven’t got the exact numbers, but sales were very modest so we have to underwrite that. That is a commercial risk for us.’’
While the jerseys didn’t sell in
2017, Black Fern’ viewer numbers on Sky TV in 2018 had doubled from the 2017 World Cup final, which was played at 4am NZT.
That final was watched by
120,000 Kiwis last year while 252,300 tuned in for the Black Ferns-Wallaroos on August 25 this year in a doubleheader before the All Blacks-Wallabies test at Eden Park. Only 61,300 watched the 2016 doubleheader, according to Sky figures.
With no jerseys on the market it is impossible to measure the demand, but Nicol says NZR’s commercial team is listening to public opinion on the matter.
‘‘We know there is demand and we will keep looking for that commercial tipping point. Certainly in the future you will continue to see merchandise and we are looking at different ways we can do that to make sure it is sustainable.’’
People would have to be patient, she said.
‘‘We are coming off a huge trajectory compared with the All Blacks who have taken over 100 years. The Black Ferns are coming up really really fast.
‘‘It is overwhelming and we are doing our best to bring in
‘‘We are doing our best to bring in merchandise.’’ NZR chief operating officer Nicki Nicol
merchandise. I hear people asking for it and they just need to be patient, we will get there.’’
NZR is not the only organisation to have the heat put on it over the sale of female team’s jerseys.
In May, Stuff approached Football New Zealand on why women could not purchase a Football Ferns or All Whites jersey in female sizing.
As a result of the pressure, Nike released women’s sizes in the new Ma¯ ori-inspired New Zealand football shirts. Originally sold only in male sizes, they were released in June.
As for New Zealand’s female cricket team, the White Ferns, the only merchandise that could be found was at NZ Cricket’s online store (a 2016 T20 shirt). White Ferns caps were sold out and there was no recent top available.
NZC said a supply issue had meant the top would not be ready in time for Christmas this year.
On the other side of the court, netball – a game played mainly by women in New Zealand – sells a scarf, beanie or hoodie for men, while they boast singlets, T-shirts, hoodies and beanies for women.
NZR is making a further 20 per cent financial commitment to the Black Ferns and high performance women’s rugby in 2019, Nicol said.